Being vegan became a trend over the past couple of years. But even in Tel Aviv, the most vegan city in the world, it still counts as something weak. Nerdy. "Girly". Pretentious.
Branding a vegan burger, made me want show the exact opposite- a sexy, passionate, masculine, even wild-west attitude and reveal a different kind of vegan.
Cheeky and chique-y.
