Veeg's brand design draws inspo from the irony of advertiasing in the last food revolution.
Throwing back to retro food adverts, Veeg's brand design draws out the irony of what has (and hasn't) changed since what was arguably the last big food revolution. The starting point was our logo, which was inspired by 1950's diner name badges:
Hot off the heels of WW2 austerity; the late 1940's and beyond brought to air a new way of buying and consumerism. Ad messaging was all about freshness, nutrition and convenience - not a million miles off what we see today.
It was now more common for women to have jobs and careers; their time 'in the kitchen' was compromised - which made way for targeted messaging about saving time and money: plastic, plastic, plastic and new spin on tins:
Nutrition in food marketing has been around for longer than you might think:
...and, unsurprisingly, advertising has long been responsible for spreading nonsense:
Today: more plants, zero waste - how much change?
Whilst the old ads above might generate a bit of a lol, the scary truth is that if we don't question what we read and watch, we end up believing a lot of bull. Even today.
The Daily Mail published a reader letter on 5th August this year written from the perspective of a dairy cow.
It played into people's empathy for cows and boldly 'suggested' that methane produced by cows is not damaging to the environment. (It is.)
On the face of it, for those who are well versed with the truth, it was pretty laughable. But actually, for those who haven't seen the brutality that comes with dairy farming, this could quite easily have been a different story altogether. SCARY.
But, even the ethical side of the food industry has to be careful about what 'truth' it puts out. How helpful is almond milk that is known to cause soil drainage issues? How 'vegan' is an avocado that's been flown to us from the other side of the world and triple wrapped in plastic? (Btw, oatmilk is way better for the environment than almond, froths better and can be made in the UK.)
Let's face it. We're still in a minefield. But perhaps we are getting a little closer to the truth every day?
As part of our brand development journey, we're bringing some of the past into our future designs and messaging - this time with what we deem to be a little more truth. Keep an eye out for updates.
Read more about Veeg and what it's about here.