No Animals Harmed.

NAH. (No Animals Harmed.) is a London-based vegan takeaway built around a simple promise: no animal products, no wasteful packaging and no compromise on flavour.

The name gave the brand an immediate attitude. Short, direct and memorable, it had the potential to stand apart from a vegan food scene that can often feel either overly worthy or overly polished.

The identity needed to make that promise feel clear and ethical, but never preachy. The aim was to create a brand that felt bold, playful and easy to recognise, with the same energy and directness as the name itself.

NAH. (No Animals Harmed.) is a London-based vegan takeaway built around a simple promise: no animal products, no wasteful packaging and no compromise on flavour.

The name gave the brand an immediate attitude. Short, direct and memorable, it had the potential to stand apart from a vegan food scene that can often feel either overly worthy or overly polished.

Role

Design Lead

Project

Freelance

Scope

Brand Identity, Brand Strategy,
Creative Direction, Tone of Voice, Motion

Ethical, not earnest

NAH. needed to communicate its values clearly, from vegan ingredients and ethical sourcing to compostable packaging, without making the brand feel too serious or self-righteous.

The direction pushed away from familiar vegan category cues, replacing soft natural textures and worthy messaging with something louder, sharper and more immediate.

The result is an identity that makes the ethical stance feel confident and accessible, rather than heavy-handed.

NAH. needed to communicate its values clearly, from vegan ingredients and ethical sourcing to compostable packaging, without making the brand feel too serious or self-righteous.

The direction pushed away from familiar vegan category cues, replacing soft natural textures and worthy messaging with something louder, sharper and more immediate.

The result is an identity that makes the ethical stance feel confident and accessible, rather than heavy-handed.

Typography with bite

Bold, hand-drawn typography became the main brand asset, giving NAH. a more human, energetic and expressive feel.

The type system runs through the logo, messaging, motion and digital touchpoints, giving the brand a consistent voice and visual rhythm. Stacked ingredient-led type treatments create a “typography burger”, turning the product itself into a simple, memorable design idea.

Combined with a bright colour palette and expressive layouts, the system makes the brand feel approachable, confident and full of personality.

Bold, hand-drawn typography became the main brand asset, giving NAH. a more human, energetic and expressive feel.

Combined with a bright colour palette and expressive layouts, the system makes the brand feel approachable, confident and full of personality.

A voice with attitude

The tone of voice was designed to be as direct as the name: short, sharp and easy to understand.

Messaging used simple phrases, food-led humour and confident ethical statements to make the brand’s values feel accessible rather than preachy. Lines could be playful, blunt or ingredient-led, giving NAH. a voice that felt more like a takeaway brand with a point of view than a traditional vegan food brand.

The tone of voice was designed to be as direct as the name: short, sharp and easy to understand.