Meat alternative brand Beyond Meat has introduced ‘a bold new visual identity’ from brand design agency Bulletproof.
The brand wanted to ‘bring visual cohesion and consistency to ensure consumers could easily navigate the range’, which includes plant-based burgers, beef pieces and chicken strips. Beyond Meat said that it aimed to deliver the taste, texture and aroma of meat with the health, environmental and animal welfare benefits of plant-based protein.
Bulletproof was tasked with creating a design that would also elevate the brand’s bold and witty tone of voice on pack, while creating real stopping power on shelf. Bulletproof introduced food photography on pack within a design architecture that includes ‘Butchers shop visuals’ for credibility and flavour cues.
The new packaging will be rolled out across the US this month in retailers including Kroger, Walmart, Target and Whole Foods Market.
Beyond Meat marketing director Will Schafer said: “Bulletproof approached the project with real energy and passion, getting under the skin of the brand and delivering great thinking and doing. The eye-catching design is vibrant – much like the lifestyle of our consumers – with a strong pack architecture to ensure key information such as protein count and GMO-free callouts are clearly visible on pack. And most importantly, the photography showcases the delicious taste and texture of our products, providing reassurance that Beyond Meat will deliver a satisfying meal the whole family will love.”
A spokesperson for Bulletproof added: “The shopping routine for plant-based products has long been a series of sacrifices… both the food and its packaging are devoid of flavour, character and any sense of enjoyment. These shelves are ruled by a sterile aesthetic, which favours lifeless white backgrounds and tasteless, staged food photography. We sought to shake up that status quo with a bold style that serves up a real-food experience. All the new Beyond Meat brand equities encapsulate the essential essence of the farmer’s market… the engaging tag device, the boldly stamped typography and the magnetic food photography. It’s time to change how the world ‘meats’.”
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