VeGood is an environmental veganism campaign set to inform the viewer of how the business of large-scale factory farming affects the environment, such as resource depletion, habitat loss, climate change, and global hunger. The campaign presents the benefits of going vegan as a solution to the issue, providing food and lifestyle guides, community work, and other resources. Initially created for an audience of adults over 30, the end result of VeGood grew to be a campaign that aims to reach everyone with its' message. VeGood is created as a non-profit community that aims to promote environmental sustainability, charity, and compassion. The brand and the campaign ultimately work to cherish our planet, and to cultivate a greener, plant-powered future.
As an environmental awareness and veganism campaign, VeGood is a brand that loves and draws inspiration from the Earth and nature. Because of this, the initial iconography of the logo involved incorporating animals, leaves, and vines. To further emphasize the idea of sustainability behind VeGood, the inclusion of lemniscates were prominent throughout the logo development process. Other noteworthy ideas for the mark also include a visual pun of turning the vined lemniscates to subtly resemble the word "go;" for the reason that when that particular logomark has the "VeGood" text underneath, sharp-eyed viewers can catch that the logo could also read as "Go VeGood," a general nod to the brand's positive, wholesome attitude.
Although there were many graphic marks created throughout logo development, the final VeGood mark is heavily typographic in its' nature as the final mark uses a display font, Tasty, by Hubert Jocham Type. The typeface was used for the organic nature of the bold yet clean, marker-like strokes for the logo. Additionally, the lack of sharp corners in the font also denote a rather playful, yet self-confident attitude that is endearing to the VeGood brand.
Throughout VeGood's website are vines placed along its' side borders. Its purpose is to be an interactive scrolling element that would captivate the viewer to keep reading and promote interest as it serves to contrast the long bodies of text found throughout the lengthy home and internal pages. In a way, the vines would simulate the idea of plants growing, similar to readers as they become informed.
Ultimately, VeGood is a campaign that promotes sustainability, charity, and compassion for the planet and all of her creatures. A part of VeGood's campaign strategies include events such as supporting farmers markets and social gardening at a local site to give back to the community. During these events, promotional material such as buttons, seeds, apparel, and bags are sold or given as samples to consumers. Even though VeGood is a non-profit organization, these items are also available for purchase at the VeGood website to help fund their cause.