A visual identity for a vegan festival that reinterprets the traditional perception of plant-based culture. Unlike familiar eco-focused or family-oriented vegan events, this project appeals to a more adult, mature audience and presents veganism as a sensual experience. The concept is built around the interplay between naturalness and intimacy: food and plants within the visual system become objects of desire, turning the festival into a space where people can rediscover their connection with nature — more emotional and provocative. By bringing together aesthetics, humor, and a subtle erotic undertone, the project explores how visual communication can shift cultural expectations around veganism. It invites the viewer to experience plant-based imagery in a way that feels simultaneously familiar and unexpectedly bold.

The central visual metaphor of the project is censorship, typically used to mark something hidden or intimate. Here, it becomes a stylistic device. Overlays and blur effects create a sense of ambiguity, intrigue, and humorous “impropriety.” The visual system plays with the idea that natural food can be both delicious and attractive. This approach also emphasizes the playful duality between what is shown and what is concealed, highlighting the tension that drives the identity forward.

Typography and color choices support this direction. The graphic language balances playfulness and seriousness. The identity adapts seamlessly across different formats while remaining cohesive and recognizable.

The goal of the project was to create a unique visual language for the festival — one that offers visitors not just a culinary experience, but a deeper rethinking of sensuality through interaction with the plant world. It is an ironic, bold, and emotionally rich project that expands the boundaries of what a contemporary vegan festival can be.