Think and Grow Vegan

Personal trainer Glen John Jones’ book, Think and Grow Vegan, details his six-month transition to a vegan diet after spending the first 27 years of his life as a self-described avid meat-eater—a change he found both to be surprisingly smooth and hugely beneficial to his training. Brand Nu’s task was to create a new personal brand for Glen that reflected his new status as author, as well as superhuman trainer. To do so, we explored the overall public perception of veganism, and examined the recent rise of vegan food “celebrities”. 

Changing the look of the V-word book titles

Instead of creating just another "food personality" brand, we wanted to showcase an athlete competing at the highest international level and eating a plant-based diet—someone who lives and breathes what he believes in. The main elements of identity were informed by non-food-based categories such as lifestyle and fashion to broaden the brand’s appeal. The colour palette references both food ingredients in its organic tones and fashion brands for a darker, more sophisticated feel; while the typefaces across print and digital boast a subtle joke in their non-veganism: we used Ovo (meaning "egg" in Portuguese), and the main font is named Butcher. 

Our partnership

The great thing about working with an endurance athlete is their dedication to hitting their goal, no matter what obstacles you throw at them. 

Author of Think and Grow Vegan 
Glen John Jones