Aug 17, 2022

Pack design to attract the "plant-curious"

Sunhouse has redesigned plant-based brand LikeMeat, with a new identity and packaging design focusing on "personality, positivity and punch".
Elisabeth Skoda

Part of The LiveKindly Collective portfolio, LikeMeat sets out to offer choice to "mindful meat-lovers and "carnivores with a conscience" who are ready to eat more plant-based foods but don't want to give up on their favourite dishes.  

Independent design agency Sunhouse was tasked with evolving LikeMeat’s brandmark and packaging design to align with a new strategy that shifted the brand from a "humble alternative to a pleasurable choice". Though encouraged to explore the possibilities of LikeMeat’s new creative approach, the design solution needed to also powerfully land its "double the pleasure" point of view: Eat what you like and like what you eat.

“LikeMeat is a brand full of paradoxes; offering the familiar, traditional comfort foods that people love in a surprising way that fits the future of conscious eating,” comments James Giles, Creative Director at Sunhouse. “Our challenge was to see we could visually bring this duality to life, exploring how far we could push it on packaging to create distinction in a category that is still a bit creatively stuck in an expected sea of green”.

LikeMeat’s logo has been evolved with colour and "bold, yet friendly" typography, bringing out the playfulness of the brand. The leaf, which has been carried over from the previous logo, is now more distinctive with a positive tick hidden within. Literally dotting the “I” on the brand’s plant-conscious credentials, this simple icon now has a life of its own, conveying the fact that LikeMeat is ‘sprouting’ a new movement in food, across all brand communications.

The new photography style showcases LikeMeat’s products in a "perfectly imperfect" way.

“LikeMeat invited us to be as brave with our design as they are with their products,” comments Tom Maurice, Founder at Sunhouse. “The result is a brandmark and packaging that are purposeful and proud, but also full of positivity, personality and love for good food – an awesomely delicious antidote from the more preachy players that are crowding the plant-based space.”

“LikeMeat is a member of the ground-breaking pioneers who are engineering the future of food, and as such, we were ready and willing to make a bold visual statement in the plant-based category that was strikingly different,” comments Karola Kentner-Schütz – Head of Marketing DACH. “Sunhouse helped us bring out our unique edge without sacrificing that sense of familiarity and warmth that’s so important to our brand. We’re super-excited to re-launch with our new packaging that will surely tantalise the plant-curious masses.”

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!
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