To prove that vegan food can also be tough and masculine, the idea arose to make an online vegan cooking show with the very masculine Maxim Hartman. The purpose of this show is to inspire people (and therefore also men) to eat less meat, more vegetables and to deal consciously with food. With lots of humor.

For the pilot of Maxim Doet Vegan series TwentieFour approached Wunderwald for the identity design and graphics.

We focused on playful and bold typography and made moving illustrations of Maxim’s head and different types of fruits and vegetables.