Veganism: More than just food

In modern times, there is a growing trend among people pursuing vegan or vegetarian lifestyles. As a consequence of the significant population growth, new communities began to appear. This project will demonstrate the effects of various types of communities on the process of forming a vegan or vegetarian identity and maintaining this lifestyle. Following that, factors that influenced the adoption of vegan and vegetarian diets within the communities are examined. With the aim of enhancing customer engagement and purchasing behaviours. The main goal is to enhance customer identification with both vegan lifestyle and the brand community through packaging design.