From Idea to Identity: The Case of the Italian Alternative Proteins Network

Have you ever noticed how much the ethical and sustainable food scene is dominated by graphic clichés and visual stereotypes?

In this post, I'll walk you through the journey of creating the visual identity for the Italian Alternative Proteins Network (RIPA)—one of the most stimulating challenges I tackled this year. Is it actually possible to break away from the obvious and translate complex values into a visual language that hits immediately?

A few screenshots of Google search results for logos in similar sectors

For a few years now, my graphic designer's eye has been picking up on a certain redundancy across supermarket shelves and the web when it comes to visual communication in the ethical, sustainable food sector. It's often dominated by the exact same color palette and repetitive symbols: green tones and little leaves are pretty much everywhere, shoehorned into all kinds of logos—from plant-based food producers to organic supermarkets, cruelty-free cosmetics and clothing brands, all the way to environmental movements and beyond. Every single entity gets tossed into the same bucket with zero distinction, as if they were all exactly the same thing.

But doesn't the constant use of these clichés risk flattening communication? Or worse, neutralizing it entirely? 

For the Rete Italiana delle Proteine Alternative (Italian Alternative Proteins Network)—an industry association of plant-based and cultivated meat companies spearheaded and driven by non-profits like Essere Animali—I tried to break free from stereotypes and deeply reflect on the concrete elements that define it. The goal was to communicate the association's core values with clarity and honesty, distancing the brand identity from that shapeless blob of green leaves so trendy today.

Understanding the vision: initial analysis and alignment sessions

Getting a clear grip on RIPA's origins, mission, and goals was the essential first step toward understanding the core messages that needed to be communicated. RIPA's mission is to foster a fair and sustainable food system capable of nourishing humanity while safeguarding the rights of humans, animals, and the environment—meeting the demands of current challenges while looking out for future generations through a scientific, ethics-driven approach.

The inspiring key terms—such as transparency, democracy, political independence, fairness, respect for science, authority, and inclusiveness—helped to frame even more clearly the tone and atmosphere to convey.

After producing a mountain of exploratory sketches, I decided to focus on this one—out of all the initial ideas thrown onto paper, it was the one that kept pulling me in the most.

The logo development was supervised by Lorenzo Gasperoni, web designer and developer at Essere Animali. It's not often I get to work with such seamless professional synergy. His constant enthusiasm in embracing design decisions, paired with a keen eye for refining them at every stage of development, gave a huge boost to the entire technical and creative process.

Pictogram and Logotype: The Network in a Single Mark

At the heart of the identity is the pictogram, a graphic symbol that distills multiple layers of meaning. The intersecting lines evoke the concept of a "Network" (Rete) alongside the sector's distinct spheres of activity: plant-based developments, the creation and innovation of alternative proteins, and ongoing food research and production.

Special attention was given to the near future of the sector, where industry and research will carry ever-increasing weight (such as cell cultivation labs, novel protein synthesis, and advanced technologies for 3D food printing and texturizing...).

In designing the logotype, we played with soft, sinuous shapes that evoke several key elements and convey a friendly, welcoming mood centered on inclusivity, cooperation, and collaboration. Curves and circles evoke:

• A pod, from which many of the plant-based proteins used originate

• Cells and molecules, underscoring the importance of research and science

• A loop between the letters "i" and "p" that suggests a test tube, a symbol of innovation

For the expanded logo, we opted for a typeface with Helvetica origins, communicating authority and reliability. To maintain consistency with the softer tone of the pictogram, I chose a sans-serif with rounded edges, striking a perfect balance between institutional weight and accessibility.

The sans-serif typeface used for the full "Rete Italiana Proteine Alternative" wordmark, derived from Helvetica, conveys values of seriousness and reliability; at the same time, its rounded corners and softened edges maintain the friendly mood found in both the pictogram and the main logotype.

Colors, Typography, and Imagery: Visual Consistency

Colors: The Courage to Stand Out

To step away from the overused shades of green typical in this sector's visual communication, I proposed a navy blue and a crimson red that convey reliability and authority. These colors reinforce the institutional values of the logo, allowing the association to stand out in a bold, highly professional way.

2. Contemporary Font

Crimson Pro was chosen for RIPA’s institutional body text. It is a serif font whose subtle roundedness pairs seamlessly with the logo. Restrained without being overly serious, its mood hits the perfect sweet spot between classic and contemporary.

3. Imagery: moodboard for visual impact

The choice of imagery and graphic elements completes the identity. I opted for large photos within rounded frames, paired with bold headlines set against clean, simple backgrounds. The use of dashed lines defines spaces and creates connections, visually reinforcing the concept of a "Network" and unity.

The Result: A Clear and Coherent Visual Language

The result is an authoritative, original, and unique identity that communicates a sustainable, scientifically grounded future in an inclusive and accessible way for everyone.

The work on RIPA demonstrates that a visual identity is never a simple aesthetic exercise. It is a strategic process that takes clear values and goals and translates them into a coherent visual language.

Want to discover how we can give your brand a new identity, transforming your values into a design that truly represents you?

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