Meatable: A case for cultivated
Meat consumption is rising around the world. But as well as being harmful to animals, industrial livestock farming is incredibly damaging to the planet. Meatable is aiming to be the first company in the world to produce cultivated meat efficiently and sustainably at scale. It needed a credible and inspirational brand that could open up a dialogue with each of its diverse audience groups, and get the world excited about the possibilities of harm-free meat.
Myth-busting storytelling
If you Google cultivated meat today, you’ll find photos of scientists in lab coats staring into Petri dishes; images which only fuel confusion and uncertainty. The story that Meatable’s founders want to tell is much more inspirational. So we created a brand strategy that focuses on a future where the world’s appetite for meat can be satisfied without harming people, animals, or the planet. This visionary idea is communicated through a brand story that’s clear, frank, and which can resonate with every single one of their audiences, from investors to food producers, regulatory bodies to everyday consumers.
The new natural
Central to the strategy is a brand idea: ‘the new natural.’ It positions cultivated meat not as science fiction, but as an evolution of a completely natural process. The new natural is cows grazing happily in fields, not trapped in feedlots. It’s a return to the ‘old natural’ of a cleaner, unspoilt planet. This idea acts as the foundation for a visual brand that feels both nostalgic and modern, and which takes its cues from nature. It allows Meatable to celebrate its innovative work in a landscape beyond the lab.
Where the past meets the future
A graphic identity inspired by vintage postcards and long-form advertising is paired with a characterful typeface and modern color palette. The bold red is supported by a natural-hued palette selected from breeds of farm animals. We’ve paired the new wordmark with a stamp that acts as a sign of authenticity and quality and we also developed a distinctive infographic style that enables the team to communicate the benefits of cultivated meat in visually arresting ways. A photoshoot with team members gave us a place to celebrate the people behind the passion.
The journey continues
We’ve been working with Meatable to roll out their new brand identity by building the website, developing a content strategy, and creating social posts. We’re excited to keep supporting the team on their exciting journey to make the impossible, possible.
With thanks
To Krijn, Daan, Julia, and everyone else at Meatable.