![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/fa7e4ea5-5e32-4f12-89aa-522309e571f6_rw_1920.jpg?h=6116380ab3e8dc3bd35e8c574c8eb452)
THE PROBLEM
I’m a big advocate for plant protein and a firm believer that a plant-based diet is the best way to feed your body. But there’s a huge negative perception of vegans and plant-based living, and this creates a large barrier for getting people to eat less meat. I wanted to design and develop a booklet that makes plant-based protein more approachable and appealing. But how to tackle this when there’s such a negative stereotype that vegans only eat grass? Well, that got me thinking about the other extreme: the manly man – probably a dad – carefully grilling his meat, drinking a beer and licking his lips in anticipation. And from there, the idea for Not Your Dad’s Protein sprouted in my head.
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/11fe206d-48d8-4ba7-b944-4bc8e95a86ed_rw_1920.jpg?h=72912baf230b70ab5612cfb6a4118588)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/b84bc5da-73ed-44ac-a1cc-6c05737027d4_rw_1920.jpg?h=bacfba0e54aa53bba36f00768ad90e20)
THE SOLUTION
This booklet plays heavily off of dad jokes and humor, giving the content a lighthearted and approachable feel. I found the illustrations on Envato elements, and the copy itself I found in an article written by Sarah Chodosh (check out her piece here!). Check out some initial sketches for the cover badge below.
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/753fdf48-c42d-4503-bb9b-b26346fe6314_rw_1920.jpg?h=5e8ba6cabd1d9a93ecdbb06d5fad9fce)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/328185a7-00c3-41de-8415-43b9cf8ad51d_rw_1920.jpg?h=2304a6b4fe2f433224b9f6f97999680d)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/cf30c47b-7f10-4037-a8c9-08255de69020_rw_1920.jpg?h=5bd1da98da03521b1e4cb5afdf983a87)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/fdc71731-e3ac-4ae6-bcb8-db5e5cfd17d8_rw_1920.jpg?h=de1980455a962a0ad7a3f1fca8ec6052)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/e47c6126-79d2-47df-a021-10770efedd82_rw_1920.jpg?h=2bed4733ecfcac95bbe421fdcb9d7968)
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![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/002bbc2f-fbfc-40d3-ba3c-545dbd9eaed3_rw_1920.jpg?h=f5f3a8128dc49d942d065d8acd821146)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/e336cac7-c815-4c18-b772-29a7194398e5_rw_1920.jpg?h=8134928a0c421cd4ce864feb2a55c363)
ABOUT THE DESIGN
Pulling all of the elements together was so much fun; the hand drawn illustrations give the piece a rustic vibe, and the creme and currant colors really channel your dad’s favorite barbecue sauce, don’t you think?
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/8d152238-f699-4bc6-8d25-2c177cbd0511_rw_1920.jpg?h=f6cae980b1d3fc017a041d883d64210d)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/e6511e10-57e6-4fbd-962e-b92286410044_rw_1920.jpg?h=dbdc576f836e139609849efd386f71c3)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/db41fbe5-da79-4d3c-a16f-f858ee1c2aea_rw_1920.jpg?h=8110462fffd142cfb3f4fcf45912b6b4)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/a5586c1e-58f5-4d77-9560-2fd4d205acbd_rw_1920.jpg?h=a1fd5c5c57ee87f71c6f93b115933ea5)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/b50f3d39-7f9a-4ec7-9b68-7c401ca33e4f_rw_1920.jpg?h=28f4c8f2933fb7f70e0b1a1b12cb32c7)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/199bdcf3-b009-4921-9cb0-cb48af2577c1_rw_1920.jpg?h=996af07ff909c008f05914d22a5b0fd5)
Overall, I’m extremely happy with how this piece turned out. It’s informational, funny, and beautiful to look at. And I hope it makes you hungry – for something other than meat.
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/1cf463be-ea72-455d-9385-57975c1fe106_rw_1920.jpg?h=7ba2d295de692aa60ae3103a5cbd9230)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/e8df8bb0-5f8e-4b49-aa0e-fe525fec4eb2_rw_1920.jpg?h=a87792d0c7f157296f0a47b0227deae4)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/932c88af-561a-4d8c-b90b-1ae31800edcf_rw_1920.jpg?h=d71ac2c9bd708d45162df622e4ad5d82)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/1bc91b83-94b8-4e56-b18b-b9540d375ef4_rw_1920.jpg?h=07fde0af13546a9c0c0b22c0a0246d70)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/643e7378-273d-4486-a1ff-08bf542b3fc8_rw_1920.jpg?h=819dfbb0d737ca5870fb70ce90e51fe2)
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/4ea8ea6a-16c8-4557-b4c0-2e0f213ecbea_rw_1920.jpg?h=50a4f7db14cca44dc2fd16fe06b26e5b)
OUTCOME
I'm proud to say this piece won 2nd place in the AEJMC Southeast Colloquium Creative Contest in 2021. See all the incredible entries here.
![](https://cdn.myportfolio.com/37249105-36cc-4802-8059-9d491e99cea0/0c24a220-d2e1-4c4e-b976-05a7b7c02d1e_rw_1920.png?h=736c8b2f9d052160caa64b31842b0cff)