Creating a delicious Brand Identity for India’s newest plant-based meat cuisine startup

Meat forms an integral part of many popular Indian dishes. But our partner Imagine Meats - owned by the celebrity couple Ritesh & Genelia Deshmukh - decided to challenge this narrative by introducing the country to plant-based meat burgers, biryanis, kheema, hot dogs and more. They taste & feel just like meat … but without animal products! 

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As the concept is bold and novel, we were tasked with pecking at the challenge of making the brand appealing to Gen-Z consumers. 

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Going into the branding, our strategy was to own the brand’s uniqueness by positioning it as a disruptive original brand that was aligned with the personality of the urban Indian youth, who aren’t afraid to break boundaries and reimagine the world around them. 

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To bring this vision to life, we used the elements of wit, humour and bizarreness to construct a brand identity that boldly stood out and stood up for its mission. The logo is elegant yet playful, using eyes and thought bubbles to subtly convey the idea of rethinking your diet. 

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The bright colours on the packaging, paired with whimsical animal mascots and fantasy scenarios, were carefully designed to ensure that the brand shines on the shelf. 

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Just like that, we created an irresistible buzz around previously lesser-known plant-based cuisine, made being kind to animals cool again and positioned our brand as a status symbol among the youth.