Pràctica’s contrasting identity for Good Shit Vegan Kebabs goes beyond its plant-based audience
Making waves within Barcelona’s plant-based scene, street food brand Good Shit Vegan Kebabs take a no-nonsense approach to both the food they serve, and the way they present it; turning to Barcelona neighbours, and creative studio, Pràctica to craft an identity that truly embodies their attitude. Balancing the playfulness of their character, the quality of the kebabs they supply, and their mission to eradicate the misconceptions of vegan cuisine.
The result is a powerful identity, complete with an earnest and attitude-ridden graphic language that speaks not simply to a plant-based audience, but also goes beyond its niche. Avoiding any notion of vegan virtue signalling, and instead unifying genuine thought and feeling to craft an honest and homely identity unburdened by the opinion of others. This modesty derives from the brand’s activist influences, inspired by the context of the brand’s origins. Applied in the form of analogue, expressive – protest-like – letterforms across the identity and printed ephemera, this lexicon is emboldened by the contrast between the community-driven diversity of hand-lettering, and the use of slick – digitally-optimised – editorial typography. Taking the form of Optimo’s Stanley as the serif typeface in question.
“Stanley is a Times New Roman-inspired typeface, with sharp and angular shapes that give a contemporary edge to the font,” Co-founder Anna Berbiela tells us. “Used together with the hand-generated messages, we toned down the expressive messages,” she explains, “giving them more credibility through a sober tone,” whilst giving them the room to cohesively, and independently, exist under the same identity. “All the letterings were hand-generated and digitised,” Berbiela notes, discussing the contrasting analogue forms. “The techniques were chosen to resemble the wide universe of protest graphics, such as spray paint, brushes, posca marker pens etc,” she adds, remarking on the laborious nature of the task, “but it was totally worth it to achieve the spontaneous and expressive look and feel we were looking for.”
In line with the progressive nature of the company, the identity’s colour palette came from the printing restrictions they put in place, and their desire to keep the brand as environmentally friendly as possible. “We are talking about a vegan kebab, it didn’t make any sense to go crazy on printing when one of their main goals is to reduce emissions,” Berbiela explains, opting purely for monochromatic printing. “On the other hand,” she concludes, “for digital matters, and to avoid monotony, we chose a five colour palette that helps generate rhythm in the identity.”