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.
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.
/ Slogan & Design
/ Client: AVESU VEGAN SHOES
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.
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.
