FACE-FREE FOOD

STUDENT PROJECT

Face-Free Food is a campaign designed to encourage people to try more meat-free alternatives. Targeting a 30+ demographic, who might have misconceptions about meat-free food, the tone of voice is sarcastic and deliberately goading to encourage experimentation.

The campaign name “Face-Free Food” is playful, a means to provoke thought about animal welfare but in a light-hearted way. The colour palette combines an earthy green, associated with a more traditional “ethical” vegetarianism, with vivid oranges and yellows to reflect the vivacity of modern food products. A custom, angular typeface and graphic elements are intended to contribute to an overall message that meat-free food is exciting, most definitely not bland.