The amount of benefits a vegan lifestyle has is something I believe isn’t discussed enough, which is what shaped my independent project. I have encouraged small changes that will lead to adopting vegan habits. A key challenge was to incorporate significant vegan actions without mentioning the v-word due to the negative connotations usually associated with the term. I created a brand, nudge, that has three sub deliverables tackling different perceptions. The brand encourages small changes with the end goal of opening up a conversation and nudging people to start new habitual patterns.