We get the message, we need to change our habits completely, or you know what… We understand. A progressive change of habits is needed. A key insight in how Taem need to communicate with their audience. Make meat eaters feel at ease in changing their habits.

Start now, one bite at a time. The identity had to encourage people to feel good about their decision to start. We wanted to show that we can still have our favourite meals with one different ingredient, vegan meat alternatives. Taem is the perfect place to start making the change.

To make the change more familiar the identity needed to feel like something we've seen before. Using a vintage colour palette mixed with easy to recreate photography and large bold type. Three simple ingredients in combination to help their audience make the right decision with their switch to vegan alternatives.