The women-only motorcycle customization competition was initiated by the PETROLETTES FESTIVAL and documented the work of 4 teams from 4 European countries. The finished bikes were presented at bike events across Europe.

The logo incorporates the competitions rebellious, but always fun spirit.

The slogan is a reference to the “It’s ok not to drink”-slogan popular the 80s straight-edge movement that rejected the use of drugs, and was one of the first to also adapt a vegan lifestyle. The focus is on personal choice rather than judgement of others.

“Et tes pompes alors?” – or in its English version “What about your shoes, tho?” – casually asks the reader to consider this aspect of their vegan lifestyle, too. The design was used in a guerrilla style marketing operation at the trade show and in an accompanying online campaign.

With bold typography and high contrast colors, the design references the visuals of the punk and hardcore subculture of the straight-edge movement. The campaign incorporates the brand’s idea to not point fingers, but embrace their personal choice.

The slogan was used in a range of brand products and merchandise and gained high popularity among it’s followers.

The campaign was created for the launch of the vegan footwear store’s French online store at a trade show in Paris. When thinking of veganism, most people, vegans included,  first think about food, while clothes and every-day products are usually only the second step. Since marketing the vegan aspect of a product at a vegan trade show seemed repetitive and less innovative the slogan focuses on this second step.

“Et tes pompes alors?” – or in its English version “What about your shoes, tho?” – casually asks the reader to consider this aspect of their vegan lifestyle, too. The design was used in a guerrilla style marketing operation at the trade show and in an accompanying online campaign.