After watching the documentary What the Health, Erik Loots, founder of production company TwentieFour, stopped eating meat. Not everyone around him was convinced; his brother teased him that vegan food was something for women.

That gave Erik an idea: an online cooking show presented by the famously rugged Maxim Hartman, to prove that vegan cooking can be tough, hearty and fun. The aim: to inspire viewers, men in particular, to eat less meat and more vegetables, with plenty of humour along the way.

TwentieFour asked us to design the identity and graphics for the pilot of Maxim doet Vegan. We combined bold, playful typography with animated illustrations of Maxim’s head among all kinds of fruit and vegetables.