project background
moo-love is a vegan snack brand with a commitment to creating a better world for humans and animals by offering animal-free versions of commonly animal-inclusive foods. Thus, our products offer a delicious vegan and ethical alternative to those that typically involve a lot abuse within their production towards both humans and our nonhuman friends. A portion of the proceeds from each purchase helps fund animal sanctuaries like The Gentle Barn and Sale Ranch Sanctuary. Our materials are all recycled, recyclable, and biodegradable. Each product flavor has a corresponding plushie, and the plushies are made with plastic from recycled water bottles
visual audit
I visited both a high-end store (Bristol Farms) and a more conventional store (Albertson’s) in order to understand how chocolate bars, ice cream bars, and other snacks are displayed.
brand development
A lot of time was dedicated to understanding what exists in the current competitive landscape, finding various sources of inspiration, and developing a design that would stand out. amongst other products.
process book
If you’d like to see the full extent of my process for this project, check out its flipbook here.
target audience
moo-love appeals to a variety of demographics, prominent among which would be ethically-minded vegans. Environmentalists, ethical consumers, and plant-based dieters would also be included in the groups of individuals interested in dairy-free and vegan food alternatives.
ellie
26 / content creator / norwich, UK
Ellie has been an animal rights activist for over seven years. She was initially inspired by a music video she shot for a punk band about the meat industry and has devoted her free time to the cause ever since. She works as a content creator in Norwich, UK.
danny
25 / personal trainer / atlanta, GA
Danny is a personal trainer and YouTuber currently living in Atlanta, Georgia. He has been vegan for over seven years and frequently makes educational content on the topic. He also enjoys promoting new vegan products / food items and often posts about them on his social media.
caitlin
33 / anesthesiology resident / new york city, NY
Caitlin is a vegan and anesthesiology resident at Colum - bia University Irving Medical Center. She is passionate about animal ethics, having been inspired to forgo animal products due to her love for dogs, of which she has two: Eleanor and Franklin. She enjoys learning about health and the world around her, trying delicious new vegan foods, and watching trashy reality TV.
products
Eugene’s story
“Eugene’s mother, Rosita, was in line to be slaughtered. While she was being prodded to keep moving down the line, she was in labor, and gave birth right there on the kill floor. In a miraculous act of compassion, the owner spared mom and baby and allowed them to come live at The Gentle Barn. Rosita and Eugene will live at The Gentle Barn California, together for the rest of their lives.”
- The Gentle Barn
Chico’s story
“Chico was sent to slaughter with 5 other young cows, but he wanted to live. Chico, wise beyond his years, led the others through three fences and ran through the streets of St. Louis seeking refuge. Chico even held authorities at bay behind a tree so his brothers could run away. He is brave, wise, strong, and will show the world that when given a chance cows always choose life. The St Louis Six will live together at The Gentle Barn Missouri for the rest of their lives, safe and sound.”
- The Gentle Barn
Faith’s story
“Faith was rescued from the dairy industry. She was taken away from her mom at only a day old so the milk she needed could be taken for humans. She was put into a veal crate and while she was there had untreated conjunctivitis that caused her to go blind. When she came to The Gentle Barn, she would spin in circles, never having walked a straight line before. With the help of our volunteers, Faith learned not only how to walk a straight line but how to run, play and receive love. She is now happy, healthy and loves people!”
your impact
We partner with farmed animal sanctuaries like The Gentle Barn to help fight for animals in need like Chico. A portion of the proceeds from this chocolate bar will go towards ongoing efforts to rescue and care for them. You’ve just made a difference through chocolate!
did you know?
According to FAO data, over 100 billion land animals are killed directly for food consumption every year. When marine life is factored in, that number enters the trillions. There have only been 117 billion humans in the entire existence of our species. We kill more animals in a single year for food than there have ever been humans to walk the Earth.
