Name Generation & Identity Design for Vegan Start Up

Liven Creative was approached by Alison Young, to help her with setting up her new vegan mobile food kitchen. Liven Creative; an integrated creative agency based in Surrey brief was simple – name generation, strapline creation and identity design for this exciting new start up.

For the love of Vegan Food

Work began on a hot sunny day in May, where sitting in our Wi-Fi garden by the River Wey we found out all we could about Alison and her love of vegan food. Alison passion for vegan food was infectious and it was made clear to us as a team of meat loving carnivores that vegan food whilst plant based in nature can be big on flavours and dam right delicious! This was an important point for Liven Creative to consider as the new name for the vegan mobile food kitchen was not to be overtly vegan in essence so as not to be automatically dismissed by those who love meat.

Following our initial meeting we then asked Alison to complete our branding questionnaire so that we could immerse ourselves in her vision and to make sure we considered all aspects of her business.

Name Generation Service

We started with name generation and over 2 days Liven Creative were able to come up with over 20 unique names – all of which were available to purchase as domain names.

When undertaking name generation we do not like names which need hypens to work (bit of a cop out) or that are too hard to pronounce or remember. From the initial 20 names we considered we then whittled this down to our Top 5 and presented these to Alison. The names chosen by Alison for her vegan mobile food kitchen was ‘Sunshine&Soul’ – all plants need ‘sunshine’ to grow and her passion for all things vegan is deep within Alison’s ‘soul’.

Strapline Creation

During our time undertaking name generation we also spent time thinking of alternative straplines, which could compliment the names options, we had created. A variety of different straplines were considered – some designed to be descriptive to reinforce the essence of her business, others were emotive to convey Alison passion for vegan food.

We presented our favorite options to Alison, and the strapline, which was chosen, was ‘Taste Happiness’. This strapline beautifully compliments the company name, Sunshine&Soul conveying and to individuals that Sunshine & Soul is a food related business.

Identity Design: The Hidden Leaf

With the new name ‘Sunshine & Soul’ and strapline ‘Taste Happiness’ agreed Liven Creative turned our attention to the identity design. We created and then presented a number of options to Alison and the chosen identity design can be found below.

The negative space within the ampersand was used to cleverly convey that sunshine and soul is a vegan company, committed to creating tasty and delicious food which is plant based – whilst the use of earthy colours and a slab serif font helps to convey a friendly and environmentally aware company.

What Next for Sunshine & Soul?

Alison kitchen van is currently been decked out with hobs and the latest kitchen gadgets and over the next few months we will be helping Alison with all her design requirements and in the name of research tasting some delicious vegan food.

Design Services Surrey

Like the sound of this project and want to find out more or want to discuss your own brief then get in touch with Liven Creative. Liven Creative is an integrated creative agency based in Surrey, providing Branding, Printed Communications and Digital Experiences. To contact us call us on 01483 331250 or email us.

Share it
James Glass

An accomplished brand expert, I believe passionately in the integral role that effective design can play in solving business challenges. My approach when working with clients centres predominantly on strategic account planning and direction: listening, distilling critical information and providing innovative and commercially viable solutions which represent a client’s core values and unique strengths to ultimately address the challenges they face.