Vegan SpaghettiOs
SpaghettiOs redesigned for a vegan audience.
Prompt
Every company has their main target audience: Gatorade for athletes, Vans for skateboard enthusiasts, Baseball cards for collectors, and so on. One interesting concept along with this is how a company would look differently if they were designed for an entirely different target audience. With this idea, I went with redesigning the brand SpaghettiOs for a vegan consumer. Given that SpaghettiOs has its fair share of meat based products and doesn't shy away from being chocked full of various preservatives, I felt it would be a rather interesting look at what this brand could be.
Images from Google.
Research
In order to understand how to effectively rebrand SpaghettiOs I had to look through two key factors: vegan branding and the branding of SpaghettiOs. What I found in veganism, and in vegan brands, was a sense that they wished to push their mindset on those who bought their products. They would also carry this out visually through "healthy" pictures and imagery of nature. SpaghettiOs does not reflect this in their own branding, often showing meaty, saucy dishes that look to fill up their customers. The conclusion I came to was to place more emphasis on a healthy look rather than filling.
Screenshots used for reference. Images from Google.
Initial Designs
The main commonalities I found in vegan design was that it often went for an airy look, big pictures for backgrounds, script fonts, and earth tones for color schemes. Jumping off from that, I decided to emphasize green instead of red for the brand's image to emphasize a more lively feeling rather than the traditional urgent one. Given that SpaghettiOs is owned by Campbells, it makes sense why they usually go for a red motif. There wasn't anything wrong with the logo in my opinion so I didn't change it, I just opted to use the graphic one used on their website over the cartoonish on the cans.
Second Iterations
Seeing what worked and what didn't in the first set of designs, I combined the best aspects together to make a new style. I kept the idea of having a main image of the backdrop and focused what each section on the home page would be about, but I also took away any unflattering/unhealthy photography of SpaghettiOs as a whole. The task bar was left relatively simple so any other imagery wouldn't detract from the important information. The final touch was making the site interactive, which is what the below mock-ups showcase. All images that were used in the project are from Google.
