Good Shit kebabs shun worthy vegan branding

Barcelona – The plant-based kebab shop is taking inspiration from the art of protests in its branding in a bid to reframe associations with veganism. Using ‘expressive and spontaneous protest graphics’ to inform its black and white typography, the branding shuns the conventional planet-positive design cues commonly found in plant-based communications.

Created with local advertising agency Usted and design studio Pràctica, Good Shit integrates important messaging on nutrition, environmental concerns and animal welfare, while avoiding a lecturing approach. Its name, Good Shit, balances the idea that the kebabs are consciously made, while not shying away from being a fast-food brand. ‘Good Shit needed to express much more than just the idea of selling kebabs – the issue behind it is very serious: the survival of the entire planet,’ explains Anna Berbiela, co-founder of Pràctica. ‘So, the activism is there, but the idea was to present it in a light-hearted way.’

Such branding demonstrates how the notion of Vibrant Veganism is evolving to align with the youth-led, future-positive design language of Graphic Activism.