Visual solution for the protest action “Jätku leiba!”

The project was commissioned by the Estonian Hotel and Restaurant Association, which organized the protest action “Jätku leiba!” to draw attention to the tax policy that is stifling the sector. As part of the action, work stopped in many cafes, restaurants and hotels across Estonia.

PURPOSE
It was necessary to create a visual concept that would be strong and simple enough to support a clear and emotional message – a call for discussion and change.

APPROACH
When developing the visual solution, the focus was on concreteness, courage and sharpness. The design emphasized the literal meaning of the traditional Estonian expression “keep the bread”, while avoiding direct food images and clichés. A comprehensive set of materials was created: social media posts, event cover images, posters, table speakers, stickers, protest banners and profile picture additions. The main elements of the design were strong color contrasts, simple shapes and speech bubbles that symbolized a public statement of opinion.

RESULT
The completed visual concept helped the protest action achieve broad public attention. The strong design clearly supported the message of the action, making it easily recognizable and understandable across different channels. The solution combined emotionality and rationality, strengthening the unified voice of the sector and supporting the goal of initiating a social debate.