VeGANG, an innovative app bridging culinary creativity and ethical living, revolutionizes the vegan experience with features like vegan recipes, a grocery list, and a barcode scanner for product transparency. As Creative Director, the challenge was crafting a motivating brand and marketing strategy that avoided pushiness, while ensuring peak usability to support users in their plant-based journey. A fresh, green corporate design aligned with plant-based living, shattering stereotypes of bland vegan food, while comprehensive yet approachable content empowered users without overwhelming them.