To make Meatable’s lab-grown meat products appeal to a mass audience, the studio has applied a nature-inspired aesthetic to the brand’s visual identity. With idealistic countryside visuals, personal introductions to cows such as Chantelle and updated team photography that likens employees to farmers, the visual overhaul is part of the brand's wider pitch of cultured meat as ‘the new natural’.
With the scientific connotations of in-vitro meat, Meatable is hoping to steer the conversation away from laboratories and towards its lower impact on the planet. The brand achieves this by not shying away from the involvement of animals in its meats, but putting them – as well as its environmental benefits – front and centre.
The creative rebranding is designed to remove doubt from consumer mindsets on meat substitutes. For more on how the success of fake meat lies in its marketing, read our opinion piece.