WHAT IS betterwurst?
A small company (22 employees) founded in 2017, based in California. Producer of cell-cultured meat technology intended to offer vegan-friendly alternative meat products. The company's technology develops meat from animal cells instead of animal slaughter which is tastier, healthier and more sustainable meat than anything that comes from animals, enabling consumers to get the benefit of a clean environment and human health with worldwide food security.
DELIVERABLES
Sausage links packaging
PROBLEM TO SOLVE
There is a growing market of cell-cultured meat. As a new technology, it can be perceived as experimental and confusing. “Lab-grown meat” might not sound delicious or even safe. How can people be convinced to switch to lab-cultivated meat? It is not a plant alternative; it is real meat that brings no harm to our health, animals, or planet. How could a packaging communicate the idea of a well-known product made with safe and beneficial new technology?
SOLUTION
Design packaging for lab-grown breakfast sausage links made with real meat without killing animals. Convince a customer that the product is genuine, safe, and healthier.
TIMEFRAME
4 weeks
TOOLS
Illustrator
Procreate
Photoshop
ROLE
Packaging
Branding
Layout
WHAT was THE PROCESS?
It started with researching the New Age Meats, food technology company, growing meat from the genetic information. They are in the early stages of development and approval, so there is no actual product on the shelves yet. All the design assets we can take a look at are those from the websiteBrand messaging and identity is approachable, thoughtful and inspiring. Abstract graphics representing DNA, and the A transformed into a pig give a fun friendly touch.The next step was to research existing packaging of same category or similar products: conventionally-grown meat, plant-based meat, lab grown meat.After getting inspiration, I defined the message and the tone. As the target market are Boomers, it is important to make obvious that it is lab grown meat, but keep the tone friendly.
concept
The main message should be: it is lab grown, but it is not artificial / it is made, but it is real / it is innovative technology, but traditional product. The tone must be kept friendly, playful and nostalgic.
Moodboard
The colors are warm, inviting, reflecting the idea of a morning product and the maple taste of it.
metaphor
The message is: “This is not a pig, but it is real pork”. It references the work of Rene Magritte “Ceci n’est pas une pipe”. It plays with words and meaning. It is important to show that the product is new and innovative but keep the idea of it being real meat. “Not real, but real” sounded like a child’s game, while the technology resolves a very serious problem of cruelty and environmental harm.
LOGO
The logo BETTERWURST is referencing the DNA element from the New Age Meats website and mimicking the sausage shape. The color is warm and bright, bringing the feeling of sun, breakfast and family tradition.
packaging solution
The packaging looks traditional and friendly, at the same time highlighting the concept of cultured meat in a playful manner.
