LiVegan
Read more about this project: Case Study Exceeds My Expectations Rhonda is the absolute best graphic designer/creative person. I’ve used Fat Dog Creatives for two completely different businesses and am always surprised at how far she exceeds my expectations. Rhonda takes your vision and brightens it – turning it into a dream come true. Always delivers her work timely. I truly feel like there is not anybody who could have brought my vision to life like she has. She does an incredible job. A dream to work with. So thankful to have known someone that recommended her to me….
Performance Apparel with a Cruelty-Free Manifesto: Mona Chmeis is a vegan athlete and entrepreneur who identified a critical gap in the athletic-wear market. She founded LiVegan to provide high-performance apparel that reflects a strictly cruelty-free philosophy—ensuring that no animal suffers for fashion.
“You don’t have to eat vegan to live vegan. Fashion shouldn’t be at the expense and torture of animals.” This is what I’ve learned after working with Mona and LiVEgan.
“You don’t have to eat vegan to live vegan. Fashion shouldn’t be at the expense and torture of animals.” This is what I’ve learned after working with Mona and LiVEgan.
The Challenge
Beyond the "Hobbyist" Aesthetic: Mona had a powerful mission, but her original self-created logo and initial web presence didn't match the premium quality of the apparel. Symbolic Dissonance: The original logo used a red-toned pink that felt too close to "blood," contradicting the brand’s cruelty-free message. The "Static" Problem: As a fitness brand, the static, blocky typography felt slow and dated rather than agile and modern. The Friction of Choice: For a niche e-commerce brand, the website needed to do more than just list products—it needed to inspire "shoppable" moments while educating the user on the brand's unique materials.
The Strategy
Motion and Meaning: We applied William Lidwell’s principle of Affordance—ensuring the design itself suggested the brand's function. The strategy was to "lean into" the lifestyle. We moved from a static, military-style aesthetic to a high-energy, forward-leaning identity. We chose a palette of Neon Green and Urban Gray to represent plant-based energy and city-grit, moving away from stereotypes to embrace a "Precision over Pastel" approach.
Project Scope
Brand Strategy & Logo Redesign
E-Commerce UX/UI Design & Rebuild
Interactive "Image Hotspot" Product Integration
Product Catalog Architecture & Content Strategy
Responsive Web Development
The Solution
A Shoppable Identity: I handled the full scope of the brand’s evolution, from the philosophical roots of the logo to the technical structure of the e-commerce engine. Identity Evolution: We refined the original "V/E" typography trick to maintain the "Live/Vegan" connection but added a rightward slant to symbolize momentum. The paw mark was refined and repositioned to serve as a symbolic "stamp of purpose" on the garments. Hotspot Shopping UX: To bridge the gap between inspiration and conversion, I implemented a Shoppable Image Hotspot feature. Users can view high-resolution photography of models in action and click directly on specific items (leggings, tops, accessories) to see product details and add to cart. Categorical Clarity: I restructured the product catalog, editing provided content to ensure the "Vegan athletic" value proposition was clear at every level of the shop. Mobile-Responsive Performance: Built for athletes on the move, the site was optimized for mobile browsing, ensuring the high-res galleries and hotspot features worked flawlessly on smartphones.
The Result
A Brand Aligned with Belief: The redesign transformed LiVegan from a niche idea into a modern, competitive brand. By aligning the design and the belief system, we created a platform where the visuals tell the story before the first word is read. Mona’s vision was "brightened" and turned into a scalable business asset that has consistently exceeded her expectations, proving that when purpose is paired with precision, the market responds. Exceeds My Expectations! Rhonda is the absolute best graphic designer/creative person. I’ve used Fat Dog Creatives for two completely different businesses and am always surprised at how far she exceeds my expectations. Rhonda takes your vision and brightens it – turning it into a dream come true. Always delivers her work timely. I truly feel like there is not anybody who could have brought my vision to life like she has. She does an incredible job. A dream to work with. So thankful to have known someone that recommended her to me. Don’t look elsewhere, Fat Dog Creatives is #1."—Mona Chmeis
Read more about this project: Case Study
Exceeds My Expectations
Rhonda is the absolute best graphic designer/creative person. I’ve used Fat Dog Creatives for two completely different businesses and am always surprised at how far she exceeds my expectations. Rhonda takes your vision and brightens it – turning it into a dream come true. Always delivers her work timely. I truly feel like there is not anybody who could have brought my vision to life like she has. She does an incredible job. A dream to work with. So thankful to have known someone that recommended her to me. Don’t look elsewhere, Fat Dog Creatives is #1.
–Mona Chmeis
