Good Shit is a vegan street food restaurant based in Barcelona, Spain, breaking all preconceived notions of veganism. No longer is it monotonous to be vegan, as the fringe movement has become increasingly mainstream, there’s been a rise of options in the vegan aisle. Even if you’re vegan, you can find products that look and taste like dairy and meat-infused products. But while there are more vegan options, Good Shit is adding ample personality and life to what was previously a bland market.
The street food brand worked with Pràctica Design to create an identity and packaging system that avoids small-minded and uptight associations seen from other vegan brands. Good Shit speaks to both a vegan and a non-vegan audience through the frankness and authenticity infused within the identity.
While the eatery is known for its kebabs, it’s also known for its activist attitude. The visual identity, including the packaging design, revolves around utilizing activism and protest graphics because they are often known for their articulateness and uninhibitedness. As a result, the brand’s visual language holds a slew of messages and intentions conceptually while staying true to its intentional roots.
Additionally, by utilizing handwritten-inspired typography across the packaging system, it visually furthers the activism concept while keeping the brand both approachable and diverse. There’s no doubt that if I saw someone walking down the street with one of these kebabs, I’d absolutely need to know where they got it, vegan or otherwise.