Kom op tegen kanker

What many don’t know is that four out of ten cancers are tied to lifestyle choices and environment, like diet, air quality, or exercise. However, lifestyle suggestions tend to feel restrictive, as people feel that all the fun gets taken away. I collaborated with my coleagues Lotte Bloem(strategy), Harald Dunnink(creative direction), Martijn van Dam(design) and more of the Momkai team and together we built a visual system that holds its own among other easy going bon vivant brands. Kom op tegen Kanker wants to add something positive to your life, not take the fun out of it, so the identity and messaging had to go beyond alcohol and promote a healthy lifestyle overall. The checkerboard pattern, reimagined in a fresh color palette, hints at warm moments with friends and family. The logo has a hand written touch, like a personal tip for a good time, whether it is on alcohol free beer glasses or festive flags. To make sure the idea connected, we tested it with more than 300 Flemish people across regions and age groups. The case was made with Momkai.