No Longer Just About Vegetarians
Impossible Foods has introduced its ‘meatiest’ brand positioning yet, doubling down on connecting with consumers by reflecting the things they find most irresistible about meat. Developed in partnership with Jones Knowles Ritchie (JKR), the new strategy and brand identity aims to challenge meat lovers’ perceptions by demonstrating that “meat from plants” can surpass the taste, nutritional value, and environmental sustainability of animal-derived meat.
Instead of drawing inspiration from plants per norm of the category, Impossible is aligning with animal meat brands to capture the interest of meat eaters globally. To maintain this appeal, the brand intends to unveil new products, innovative recipe concepts, and unique dining experiences, all with the goal of fostering long-term consumer engagement.
“Realizing that the traditional narrative around plant-based products was predominantly geared towards vegetarians, we needed an approach that was capable of shaking up the animal agriculture industry and appealing to a wider demographic,” explained Lisa Smith, ECD Global at the global brarnding agency. “By strategically positioning Impossible in the meat aisle, we’re aiming to entice meat enthusiasts to savor ‘more meat,’ while also integrating the brand into the cultural occasions cherished by meat aficionados everywhere.”
Impossible’s pioneering creation of the world’s first bleeding plant-based burger makes a compelling case for embracing its new red color as the brand’s defining symbol. This shift aligns with its meat-first philosophy, departing from its previous tech- and science-focused identity. The brand’s palette is inspired by burger cook stages (rare, medium, well-done, charred). Bold red packaging on shelves solidifies the act that Impossible products taste, cook, and satisfy like meat from animals.
The bespoke typeface, named SANS MEAT, is inspired by hand-painted market and butcher signage, featuring flared strokes, long sweeping curves, and a playful bounce. The illustration style is a simple, no-nonsense modern take on woodcut illustrations typically used in butcher shops to show cuts of meat. Graphic elements take cues from signage used in grocery stores, butcher shops, and restaurants. While they are rooted in the existing visual language of food and meat culture, they are specifically designed to make Impossible feel like a foodie brand, with heritage, to further cement its place as a meat brand.
Photography takes a straightforward approach, focusing on close-up, macro shots that highlight the taste and versatility of its products. This not only communicates the delicious and meaty nature of the products but also demonstrates its adaptability to various diets and lifestyles. “All of this culminates in a design system and experience that resonates with consumers at every turn. By reshaping perceptions of the brand, we’re showing meat eaters that eating Impossible is not a sacrifice, but rather a delicious reward,” says JKR’s Smith. Updated packaging will hit shelves throughout the US over the coming weeks before continuing overseas later this year.
