The author has designed visual identity for a brand promoting healthy eating habits and encouraging consumers to prevent food wasting, resign from meat in their diet, and stop the degradation of the natural environment. The basic tool of the brand is a website that makes it possible to order plant-based products from local suppliers. An important part of the project is the strategy of the eco-friendly and socially responsible brand, which promotes healthy lifestyle, sustainable approach, and green behaviours. To build the visual identity of the brand, the designer has created a business model taking into account the aspects of supply chain management, communication between suppliers, chefs, and customers, sustainable resources, and waste management.