Ux design, publishing and creative direction

Self-directed project, 2024

The creative solution to making people fall in love with vegan food.

Under the guise of the hypothetical lifestyle company ‘Pleasantly Surprised’ I created an answer to the question “How do you host a dinner party nobody would suspect is vegan?”.

This subversive attempt at vegan ‘activism’ undermines and overcomes the stereotypes of vegan food being bland, boring and unindulgent. With a packaged kit that gives the user everything they need to host a vegan dinner party. None of the recipes or cocktails included reveal they are 100% plant-based - with a focus on good foods and good times with good company. Their guests revel in the spirit of the night and are none the wiser to the healthy, sustainable, delicious choices they are participating in - until the host reveals this at the end of the night, leaving their guests pleasantly surprised.

Packaged as a mailorder subscription kit similar to HelloFresh but instead of sending the consumer food, they select the recipes they want to make for their dinner party. They select the theme and the Pleasantly Surprised Company will send a bespoke planning kit with the exact number of invitations and menus needed, including the newspaper guide with hosting tips and the recipe cards matched up with the menu they have customised. Depending on if this is their first order, the consumer could also add the Drinks Trolley cocktail book for an additional charge with all the cocktail recipes included for future use.

This bespoke planning kit would then be useable and reorderable every time you host a party you can have everything you need sent to your door

Outcomes include: ‘The Daily Feast’ Dinner Party Guide in a stylish modern newspaper format. Recipe cards, menu and a cocktail book. Even an embroidered tablecloth and a curated playlist.

Created in Adobe InDesign, Adobe Illustrator, Adobe Photoshop and Procreate