Beyond Meat, a plant-based protein brand, has introduced a bold new visual identity and package design created by strategic brand and packaging design agency Bulletproof. Explains the agency, “As we enter a new era of wellness with proactive health increasingly playing a key role in life, interest in plant-based protein is ripe among carnivores and vegetarians alike.” With its range of plant-based burgers, beef crumbles, and chicken strips, Beyond Meat is aiming to take things to the next level in the category by delivering “The Future of Protein” to consumers: all the taste, texture, aroma, and satisfaction of the traditional meaty dishes they love with the health, environmental, and animal welfare upsides of plant-based protein.
Across the brand’s products—including the Beyond Burger, which is currently enjoying a very successful launch—there was a goal of bringing visual cohesion and consistency to ensure consumers could easily navigate the range. Taking the findings from a strategic review of the brand, 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.
