Vegan Food & Lifestyle Festival
VegFest Calgary was a new social project initiative founded in April 2016 by a team of local Calgarians who are all vegan. The healthy community project aimed to share the joys of vegan culture in a supportive environment and showcase ethical businesses, speakers, live cooking demos, and musicians. In 2017 it was approved for non-profit status.
Develop a brand identity for a new community initiative where there is a risk that it could potentially be met with push-back in a province that heavily promotes animal agriculture.
Establish a positive brand experience for a scalable annual event that was accessible to veg-curious people to explore, learn, connect, and be inspired to open their hearts to animals who are considered food or fashion products in mainstream culture.
Brand Strategy & Name
Logo & Identity System
Sponsor & Vendor Applications
Design Solutions and Outcomes
Brand Positioning – DeraillHERS
The DeraillHERS mountain bike group provides a sense of community to female mountain bikers in Alberta. They hope to inspire women, whether beginner, intermediate or advanced, to build their own ride crews and friendships that are supportive and fun.
- 85% Female
- Average age: 32
- Middle class
- Safety focused
- Active and Energetic
- Positive and Refreshing
- Social and Flowing
Within one year, the brand identity helped establish the DeraillHERS, as a legitimate voice in Alberta for mountain bike entertainment.
The group was able to host a Fat Bike Bingo game with a sponsorship from local bike shop, Wheel Life Cyclery.
DeraillHERS continues to have a positive effect socially. It has inspired Albertans to try new trails, new features, ride in colder conditions, and to not take the sport so seriously, but instead focus on riding safe and having fun.