Concept, identity and do it yourself protest kit for grassroots guerilla activist company Ethical Eats. Mission Statement: Ethical Eats raises awareness of false food advertising done for corporate gains without the consideration of consumer health, environmental repercussions, and the validity of their claims. It provokes the community to stand up to corporations with lobbyists in Washington, spread awareness by using and reinventing the mark, and more importantly, to ask the question: “why am I eating this?” after every bite.

This project was inspired by Michael Pollan's article in the New York Times Magazine entitled Farmer in Chief.

The protest kit included laser cut words that protesters would use to make customized signs. Each sign had the Ethical Eats logo individually laser cut so that the sign itself could be used as a stencil.