Eat what
makes you
happy
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PROJECT: VidaLeveVeg ROLE: Designer and Lead Researcher DURATION: February 2021 (2 weeks)
Project Vision
Vida Leve Veg is a book created for the Brazilian audience interested in exploring vegan cuisine, offering insights ranging from nutritional information to practical tips on grocery shopping and home cooking.
Foundational research revealed that the joy of eating extends beyond just taste. Food significantly impacts overall health and psychological well-being.
While veganism often sparks polarized opinions, its growing popularity highlights diverse motivations. Vida Leve Veg aims to provide valuable information for those curious about veganism, offering a guide on nutritional aspects of common vegan ingredients, pantry setup, and complete meal preparation tailored to Brazilian tastes.
During the research phase, it became clear that most existing products and guides catered to those already inclined towards veganism or environmentally conscious. However, a significant segment of potential users lacked knowledge about veganism or felt apprehensive about changing their dietary habits, fearing they couldn't give up meat.
To reach this broader audience, including those interested in learning without compromising on flavor, the brand’s development diverged from the typical 'green' narrative. Instead, it embraced a more vibrant design approach, focusing on the exciting possibilities of new flavors, making veganism approachable and appealing to a wider public.
Vegan dishes conquer haute cuisine
"(...) in bustling Manhattan, New York (...) the customer must face a queue of up to a month before enjoying the full menu for 120 dollars." Published on 08/01/2021
Vegan restaurant receives a Michelin star in France
"In addition to the iconic star, Vallee also won a green star, which Michelin presented last year to reward restaurants that have a history of ethical practices" Published on 20/01/2021
Meet 18 vegan athletes (who are healthy and successful)
"The Outdated Thinking: To get big and strong, you need to eat meat (and lots of it). But now tons of vegan and vegetarian athletes are proving everyone wrong. In fact, a recent survey by the Journal of the International Society of Sports Nutrition found that vegan athletes get the benefit of a higher intake of carbohydrates, fiber, phytochemicals, antioxidants and other micronutrients than omnivores do. And all of these can contribute to better performance, whether they're lifting weights or running miles." Published on 01/27/2020
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