Design Process: Vegan Safe Market


Starting a design project is always a challenge, especially when you are not familiar with the market. When it comes to personal projects, I like to choose different industries to explore the design possibilities and study the market.

The project I’ve created this time is a Vegan Market. In this post, I’ll explain all the steps I’d been through to get to the final solution.

The Briefing

First, I answered a simple briefing to clarify everything I want to achieve with this project. I put all the ideas I had in mind for this business and defined the concept, the audience, and the goal. I still didn’t have much information about the industry because I’m creating for a fictitious client.


Market Research

Next, I studied the brand industry. I made a market research about the competitors, which are vegan grocery stores. I couldn’t find any vegan market, just small stores. But, my idea was to create something bigger, a supermarket exactly any other, but vegan.

I like the small markets model such as Carrefour Express and a Brazilian one called Minuto Pão de Açúcar. They offer all the products from a normal supermarket, but only with the most desired brand options. I like this model because they offer high-quality service and convenience, everything people need to go vegan easily.

I studied this market model by watching youtube videos with the CEO of Minuto Pão de Açúcar. Then, I defined what I like from their strategies to imagine my Vegan Market.

Target audience

Next, I defined my audience based on previous researches I’ve been making with vegetarian and vegan people. I found that the majority of them are from the millennials generation. I prepared an image board to visualize who I’m talking to.


Then, I created another image board with visual information about the business concept. This helped me to find the brand slogan, the logo format and the sensations that guided me to the color palette, photography style, and other graphic elements.

Visual Reference

To finalize my researches, I made a visual reference research to guide my sketches. Normally, this research can take a little more time because, in the beginning, it’s hard to identify what will match with the concept, what I should try and what is not interesting for the brand.

The Creation



Along with the visual research, I started to sketch my ideas on paper. Sometimes I needed to go back to the research to find something I’m imagining but I didn’t know how to represent.

After many types of research and sketches, I found the best solution that matches the concept, the audience and the places the logo will be applied. But it wasn’t done yet.


I opened the illustrator and vectorized my sketch. Next, I made a typography research to find the best font to fit on the logo composition. After many tests, I ended up with the best version of the logo.

Next, I defined the color palette that should be aligned with the business concept. Usually, I choose a primary color to be the logo color, the business color. It makes the brand more memorable. Then, I define the secondary colors, that will help me give identity to the whole project.

I also created some patterns to make the visual identity more appealing. These patterns would be applied in many business applications.

Finally, with the visual identity created, I applied it to the mockups. I had a list of all the applications I identify a vegan market would need. So I took one by one of the list and gave life to it, applying the visual identity:

  • Campaign poster
  • Packaging
  • Stationery
  • Signs

vegan safe market sign

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