Visual identity for Djurens Rätt’s campaign against the fur-industry, called #pälslöftet .
Since the main activity on this campaign was during the summer (2018), I wanted the colours to be influenced by light and summer-colours to be easily approached with.
I wanted the logo to express sympathy and cuteness, since we’re actually talking about the actual living creatures mink when we speak about the fur-industry in Sweden. Therefor the logo came to have a naive and “cute” look. The scratchy feeling in the design was inspired by the character of minks, who uses a lot of there claws and paws to do there daily needs – daily needs that they are limited to do in the cages in the fur industry.
The choice of font is also wild and scratchy, almost rebellious, symbolising their wildness and our humans rebellious voice for them who cannot speak for themselves.
A5 flyer for the campaign. Photo-props also designed by me.