When Pigs Fly is an upcoming street food brand with a rebellious streak - serving pork-style favourites like gyros, sausages, hot dogs and bacon, all made 100% vegan or vegetarian. The creative challenge? Build an identity that delivers on humour and character without slipping into parody and cliche, while still making a clear statement about animal welfare and plant-based values.

Balancing the playful name with a strong ethical stance meant crafting a tone of voice that felt bold, cheeky and self-aware - but never flippant. Visually, I needed to find a metaphor that could be both surprising and versatile: the pig with wings became a central icon, doubling as a symbol of optimism, rebellion, and meat-free quality food.

From there, I developed a flexible brand system that could scale from the side of a food truck to the front of a 30cm x 30cm sticker. The identity needed to hold up across packaging, signage, digital platforms, and merch - while staying instantly recognisable, legible, and full of flavour. The result is a concept brand that’s ready to take off - with a strong foundation for everything from launch graphics to long-term storytelling.