Don Vega
Brand identity & packaging concept for a plant-based mayonnaise
Don Vega is a plant-based mayonnaise brand that seeks to move away from the traditional visual language of vegan products and build a more approachable, recognizable identity with a personality of its own.
- Year
- 2026
- Role
- Brand and Packaging Designer
- Industry
- Food
- Tools
- Figma
[The challenge]
The challenge
Create a brand capable of communicating a plant-based product without relying on the category's usual visual codes or ending up with something entirely irrelevant. The identity needed to feel fun and contemporary, work across both packaging and digital communication, and at the same time retain a certain familiarity with the world of classic food brands.
[The concept]
The concept
The visual direction combines references to retro packaging with a contemporary aesthetic. The central character is a happy hen, used as the brand mascot and as a counterpoint to the traditional origins of mayonnaise: eggs and animal exploitation. Her presence helps communicate one of Don Vega's central ideas in a simple, approachable way: a plant-based product free from animal cruelty.
From this concept, I developed a visual identity and logo system comprising a brand mascot, a specific color palette, typography and graphic elements, patterns and illustrations, art direction for photography and communication, and packaging applications.
[About the packaging innovation]
About the packaging innovation
The packaging design is also part of the brand proposal. Just as the brand seeks to stand apart from other mayonnaises, the packaging aims to address a problem with today's mayonnaise containers. It incorporates a system aligned with the brand's approach to sustainability and consumption habits. An inverted format was explored, with a reusable rigid base and an interchangeable flexible doypack-style body. The intention is to combine the ease of use of traditional mayonnaise containers with a system in which only the body containing the product needs to be replaced.
