A New Brand for a New Food Movement

A New Brand for a New Food Movement

By Gretchen Schisla

Wouldn’t it be amazing if we could consume less meat and create amazing changes in our body and for our planet?

When I heard about a new movement called ‘Reducetarianism’ earlier this year, I was excited — and eager to learn about the energetic organization that’s expanding on ‘Meatless Monday.’ With an engaging dialog, Brian Kateman’s TEDx talk received a lot of attention and quickly became a popular book, The Reducetarian Solution. He founded the Reducetarian Foundation to spread a simple message — reducing the amount of meat in our diet can transform both our health and the health of our planet.

Recently, Enrich was asked to develop the visual brand for the first Reducetarian Summit in Manhattan. I wanted these amazing and powerful facts to speak for themselves, so we created a cohesive identity for the whole conference that helped to spark enthusiasm and ignite activists. We wanted attendees to leave saying “YES! I can do this. How soon can I get started?”

We were tasked with capturing the attention of diverse audiences: individuals passionate about the environment, animal welfare, food, health, investments, philanthropy, technology, education, the arts and government policy. Regardless of their motivation, our goal was to draw people in and get them revved up.

The graphics spell out how our branding process flowed, and in this case, why using infographics was a smart solution to tell the story quickly.

Concept 1

Concept 2

We researched statistics related to reducing meat consumption and developed a series statements and illustrations to use on banners for the event and in social media graphics.

Key facts that we featured were: 

  • A small change with a big impact.
  • It takes almost 20 times less land to feed a plant-eater than it does to feed a meat eater.
  • Just one person’s decision to cut out meat could free up the water needed for up to 445 people.
  • Plant eaters have a 75% lower risk for hypertension than meat eaters.
  • 99% of farm animals in the U.S. are raised in factory farms.
  • Consume less. People will be healthier. The air will be cleaner. The earth will provide more. Animals will be happier. New markets will grow.

The physical location selected for the summit, New York University’s Law School posed a unique challenge with its multiple rooms and traditional decor so the Enrich team devised a plan to unify the event in different rooms and spaces. All materials were budget-friendly and reusable — a series of portable pull-up banners, a photo op backdrop stretched over a canvas frame and wayfinding signage. Extending the imagery and messaging to social media graphics and posts created a sold-out event.

With over 500 attendees, the sold-out Reducetarian Summit can brag that it was the first conference to gather people from a variety of industries and discuss reducing meat consumption. The number of passionate people singing about making our world a healthier place is reaching a high note these days, and I couldn’t be happier about it!