Packaging and Branding Design for Australasia's Leading Planted based Meat Brand

Packaging and Branding Design for Australasia's Leading Planted based Meat Brand / World Brand & Packaging Design Society

Redfire - The Alternative Meat Co.

"Meat - but not as you know it. The alternative Meat Co. (Alt Meat Co.) is Australasia's leading plant based meat brand. As Innovators within the category and challenging meat eaters head on, we provoke fresh thinking with our combination of bold colour, stylised photography, typography and brand language. 

Colour played a critical role in our strategy as we set out to confidently target meat eaters and vegetarians alike. As a challenger brand, we wanted to engage with our Millennial target audience with vibrant colours with works beautifully in tandem with appetising food shots, highlighting the typography and popping the plated food to prominence. 

Our art direction, inspired by street food, breaks the boring run of the mill vegetarian product shots creating appetite appeal and street cred. The brand brings hipster cues targeting Millennials with a fresh rebellious language - where we engage our audience in a fun, friendly manner. As we say it's Grown Not Bred! 

The print is on matt packaging giving a sensory feel that's great to the touch. We highlight the plated food with spot gloss - designed to catch the eye under supermarket lighting. 

These bright packs with decisive colours provide real impact in store."

Packaging and Branding Design for Australasia's Leading Planted based Meat Brand / World Brand & Packaging Design Society
Packaging and Branding Design for Australasia's Leading Planted based Meat Brand / World Brand & Packaging Design Society
Packaging and Branding Design for Australasia's Leading Planted based Meat Brand / World Brand & Packaging Design Society
Packaging and Branding Design for Australasia's Leading Planted based Meat Brand / World Brand & Packaging Design Society

Design Agency: Redfire
Article Title: Packaging and Branding Design for Australasia's Leading Planted based Meat Brand
Brand / Project Name: The Alternative Meat Co.
Design Credits: Creative Director - Colin Downing  
Designer Stephen Myers, 
Designer / Retouching Laia Pampalona
Digital Designer Lans Jiang
Product Photography Charles Mackenzie
Product Stylist Marie Low
Food Photography Aaron Mclean
Food Stylist Ginny Grant
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Research / Insight, Consumer Brand Strategy, Consumer Brand Naming, Consumer Product Naming, Consumer Tone of Voice, Consumer Brand World, Consumer Product Brand Architecture
Design Deliverables: Consumer Brand Identity, Consumer Branding, Consumer Brand Experience, Consumer Brand Creation, Consumer Graphic Packaging Design, Consumer Structural Packaging Design, Consumer Brand Guidelines, Consumer Brand Digital, Consumer Advertising
Location: New Zealand
Market Country: Multiple Countries
Market Region: Oceania
Project Type: Agency Commercial / Published
Project Category: Food
Consumer Packaging Format: Pouch
Consumer Substrate / Material: Plastic