Duuo Vegan - AlanCrew

Duuo VeganBrand positioningBrand IdentityArt Direction

Fu**k the habits

Supported by the personal conviction of their team, Duuo decided to reach a turning point for the brand. The goal was to become a 100% vegan company from Fall Winter 2019 and start an #empathyrevolution. Redefining and aligning the core brand values was necessary at the same time.

Brand identity was slightly modified to market itself as a vegan activism company. 'Barcelona' was deleted from the logo and replaced by 'vegan shoes'.

The new DNA will be focused on three main criteria from now on: vegan, sustainable and quality. The collection is 100% animal-free, using recycled PET fabrics to

manufacture their footwear and defending a circular economy as the basis of textile industry of the future.

In line with the new spirit of the brand, a Kickstarter campaign worked as a starting button. A new copy-strategy and art direction was defined to this new stage. 'Fu**k the habits' was the title selected to emphasize a dissatisfaction mood and encourage the call for action.

Graphic code is inspired by propaganda style and the activist banners with casual, easy-to-read protesting messages. Drawings of animals into hearts ruled a bold art direction playing with yellow, white and black combinations that show a rebellious wink.

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