Johnson Banks gives veganism a stylish boost

Branding for THIS featuring an item of food skewered on a fork

Design consultancy Johnson Banks has shaken up how to market plant-based food with its identity for THIS, a new brand of meat alternatives. Tapping into the emerging 'flexitarian' market, THIS promotes the benefits of vegetarian and vegan substitutes instead of shaming carnivores into giving up their preferred meals.

With a range of great tasting products to it name, THIS targets people who are looking to cut down on their meat consumption rather than quitting it completely. Unlike its competitors, who are generally identified with earthy greens and soothing neutral colours, THIS relies on a more disruptive monochrome palette.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.