Created a new brand identity and product direction for Veg, an AI-powered app helping non-vegan users transition into a plant-based lifestyle.

The goal was to make the journey feel more approachable, positive, and engaging for users who struggle with changing their diet.

Many users want to move toward a plant-based diet but struggle with making healthy choices and maintaining consistency.

The challenge was to create a brand experience that simplified the transition and made the process feel more accessible and enjoyable.

Created a new brand identity from the ground up

Developed a playful and approachable visual language

Designed a colorful experience that stands out from traditional diet apps

Built a brand system focused on positivity, motivation, and engagement

Created a product direction aligned with the user's journey