Veganism has been a lifestyle known since ancient times, and nowadays, it has become a trend that is not disappearing, but it is constantly growing. Behind veganism are clearly articulated principles and beliefs that make up its identity, which has provided him a credible basis to become a brand that more and more people follow because they believe that the non-consumption of animal products of any kind will contribute to the well-being of humanity, the planet and, animals. Since it is possible to brand everything today, veganism has become a brand that contains its own story, fulfills promises, and arouses deep emotions. Famous and honorable people are the best ambassadors of brands because they possess a significant influence on public opinion. Hence, to highlight the importance of the branding process, this paper aims to explore how celebrities have contributed to strengthening veganism as a brand. The case study provided insight into the strategies and tactics of celebrities in promoting veganism and the reasons why they became vegans. To understand the case in more detail, the paper presents a content analysis of Croatia's most widely read portals, which analyzes the image of veganism in the Croatian media space and the connection of celebrities with veganism on Croatian mainstream portals. The research results can provide a quality context for future research on veganism, but also help brand managers in directing communications in the branding process.