Gyvi Gali

As a few vegan food activists and animal rights advocates were starting their non-governmental organization (NGO), they needed to get a character and a face for it. That’s when they reached me and asked me to position the upcoming brand and create a name for it.

The NGO was planned to encourage people to try a vegan diet and incorporate more vegan dishes into their daily lives. Therefore, I came up with a brand positioning that centers around the abilities that a way of vegan life based on animal rights brings. That’s why the brand name and two initiatives it was going to lead were named with the word GALI (‘you/he/she can’).

The brand name GYVI GALI means ‘those who are alive, can’. It’s a two-sided message: It says that people can eat less meat and that animals grown on farms can live fuller lives.

Also, two names for initiatives – ČIA GALI (‘here you can’) and NORI GALI (‘you want – you can’) followed the brand name to name the initiatives for highlighting vegan-friendly restaurants and choosing the vegan diet recipes, respectively.