Impossible Foods Brings The Hearty Tooth To The Table With ‘Meatier’ Brand

Image courtesy of JKR

Impossible Foods is whetting the visual appetite with a “meatier” image, aiming to capture the hearts (and stomachs) of everyone from herbivores to carnivores. This repositioning, cooked up alongside the creative minds at Jones Knowles Ritchie (JKR) and unveiled at this year’s Natural Products Expo West, is all about celebrating the irresistible qualities of meat—taste, nutrition, and sustainability—but from plants.

The toothsome brand identity touches every aspect of the consumer experience, from the first glance at the packaging to the last bite of a burger. Impossible Food’s signature bleeding plant-based burger, for one, inspired a vibrant red color scheme, symbolizing a commitment to delivering products that sizzle, taste, and satisfy just like traditional meat.

Image courtesy of JKR

The transformation extends to a custom typeface, ‘SANS MEAT’, which draws inspiration from the artisanal charm of hand-painted signs found in markets and butcher shops.

Image courtesy of JKR

Image courtesy of JKR

This, coupled with modern woodcut-style illustrations and straightforward, appetizing photography, positions Impossible as a brand that’s not just part of the consumptioin industry but a cornerstone of food culture itself.

Image courtesy of JKR

Gone are the days when plant-based options whispered quietly from the sidelines, hoping to catch the eye of vegetarians passing by. Impossible Foods is stepping into the spotlight, challenging the meat aisle’s status quo with products that promise to deliver all the meaty satisfaction without the environmental hoofprint. With an arsenal of new products, recipes, and dining experiences on the horizon, the company hopes to set the table for a feast designed to keep consumers coming back for more.

Image courtesy of JKR

Lisa Smith, global creative executive director at JKR, shares that the pivot was inspired by a desire to broaden the appeal of plant-based foods beyond the vegetarian and vegan communities. 

Image courtesy of JKR

“Realizing 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,” shares Smith. “By strategically positioning Impossible in the meat aisle, we’re aiming to entice meat enthusiasts to savor ‘more meat,’ while also integrating the brand into the cultural occasions cherished by meat aficionados everywhere.” 

Image courtesy of JKR

As Impossible rolls out its revamped packaging across the US, with plans to expand globally, the spotlight is on the Impossible Beef Hot Dog, the first product to feature the new look. This rebranding is a delicious statement that plant-based eating isn’t about sacrifice—it’s about indulgence, sustainability, and a new way to enjoy the flavors we love, says Smith.

Image courtesy of JKR

[via JKR, images courtesy]