Meatable's new logos cultivated meat as “the brand new pure”.
Studio Koto has given the cultured meat company a makeover that dwarfs both industrial agriculture and stuffy laboratories in favor of animals retreating to a rural idyll
Cultured meat could usually be reminiscent of sterile laboratory settings and the idea that a scientist poked around with your food. The new branding of the Koto design studio for the Meatable cultivated meat brand, in which samples of an undamaged cow or an undamaged pig are used to produce meat, is intended to show that this is simply “the new natural”.
The visual identity focuses on animals and nature, from idyllic photography to the natural color palette, which is partly inspired by farm animal breeds. Meanwhile, photos of the (human) team have been lit in the way one would expect farmers to do, to clear the clogged image of a scientist.
Since sustainable and plant-based alternatives in the grocery market in general have to work harder to dispel doubts about how tasty or authentic they are, Koto also gave Meatable's new word mark a "stamp" wrapper to bolster its references.
The concept that Koto's new imagery for Meatable was created from the premise that animals that are not eaten can instead retreat to fields in peace.
The idea led her to use vintage Christmas cards as the central point of reference, drawing inspiration from elements such as typography, framing, illustration, and general art direction seen on postcards from Europe and the United States. In addition to snappy, informative one-liners, the studio also borrowed references from long-form advertising from the 1960s in order to double these nostalgic points of reference.
koto.studio; fleischbar.com