Less Meat Less Heat - Visual Identity

Primary Logo

As the name suggests, Less Meat Less Heat is a climate change campaign aimed at the factory farming industry. The organisers wanted an approachable logo that would appeal to a large audience in hopes to spread awareness and unite consumers. I chose to creat a vegetable motif to show the abundance and versitility of veggies to still create delicious meals. I arranged it to look like a cows head to draw people in from a far as well as underscore the meat element of the brand name.

Alternate Logos

Subtle variations provide added flexibility for the brand across digital, social and print collateral.

Pattern Design

Created to add decorative backdrops to digital, social and print collateral.

T-shirt + Stickers

For merchandise, the campain organisers wanted to poke the bear so to speak. Aimed at McDonalds, this design hopes to bring awareness to the plight of factory farming and the lack of ethical treatment of animals. And contrary to popular belief, the methanse expelled by cattle actually comes from burps, not the other end. The cute, cheeky cow illustration aims to pull on people heart strings and sense of humour making the design fun and approachable by a wide audience.