Impossible Foods unveils meatier brand identity

Impossible Foods has launched its ‘meatiest’ brand positioning to welcome more meat eaters into the plant-based category and champion the future of meat. This also doubles down on its commitment to connect with consumers by reflecting on the things they find most irresistible about meat.

Developed in partnership with global branding agency 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. 

As part of the relaunch, JKR carefully outlined the brand's behaviour across the consumer journey with the goal of reshaping perceptions. The relaunch involves the reimagining of the brand's visual appearance, communication style and overall behaviour. This transformation, according to the release, signifies a strategic shift towards a distinctive visual identity aligned with core values and products. 

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For starters, Impossible has embraced a new red colour as the brand's defining symbol. The brand's palette is inspired by burger cook stages (rare, medium, well-done, charred). Meanwhile, the bold red packaging is to communicate that Impossible products taste, cook, and satisfy like meat from animals. 

The new typeface 'Sans meat' is inspired by hand-painted market and butcher signage. it also features 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. 

Impossible's graphic elements now take cues from signage used in grocery stores, butcher shops and restaurants too. While such elements are rooted in the existing visual language of food and meat culture, they are specifically designed to further cement Impossible's place as a meat brand. 

The new photography, takes a straightforward approach, focusing on close-up and macro shots that highlight the taste and versatility of its product. This, according to the release, not only communicates the delicious and meaty nature of the products, but also demonstrates its adaptability to various diets and lifestyles. 

The updated packaging will hit shelves throughout the US over the coming weeks, before continuing overseas later in the year. 

"Realising 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,” said Lisa Smith, ECD Global at JKR.

“By strategically positioning Impossible in the meat aisle, we’re aiming to entice meat enthusiasts to savour 'more meat,' while also integrating the brand into the cultural occasions cherished by meat aficionados everywhere," she added.

All of this culminates in a design system and experience that resonates with consumers at every turn, Smith added.

"It's not just about adopting a new lifestyle or trying something in a different category—it's about transforming how we eat. By reshaping perceptions of the brand, we're showing meat eaters that eating Impossible is not a sacrifice, but rather a delicious reward," said Smith.

Instead of drawing inspiration from plants per norms 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. 

The brand relaunch comes after Impossible debuted its all-new Impossible beef hot dog for one day only in New York in December last year. The brand served up free Impossible hot dogs to shoppers descending Midtown Manhattan. The initiative marked the first taste of the brand's newest product which promises a fresh but familiar take on the classic American hot dog. 

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