As the food industry continues to evolve to cater to better ways of eating, especially those driven by environmental and animal welfare concerns, conversation has returned time and time again to the possibility of cultured meats.
Strange sounding though it may be, many have been quick to point out that lots of the things we consume on a daily basis have been through a lab of some sorts, and despite the negative connotations that this can carry, such food is not necessarily unhealthy.
In the case of cultured (or lab-grown) meat, this process involves creating food such as beef or pork from animal cells, and growing it to the point that it can be consumed. Yet, sourcing enough of it to be able to sustain demand, and at a reasonable price, has proven to be no easy feat for the companies involved.
Cultured meat brand Fork & Good is hoping to change things by pioneering new methods for cultivating at scale. Focusing primarily on ground pork, it partners with food trucks and fast casual establishments all around the US.
The brand partnered with Mother Design to come up with a visual system capable of flexing to fit the many use cases of Fork & Good meat, from Western to Eastern dishes, and from fast food to haute cuisine.
The new logo reflects this universality, depicting a smiling fork with chopsticks found subtly in the negative space between the fork’s tines. The animated wordmark plays on this by emulating the cutout smile seen in the fork, creating a playful cohesion between the two.
A similar effect can also be seen in the typography across the rest of the branding, with the core typeface reinforcing the trademark smile through negative space within the lettering.
The colour palette brings further energy to the identity through the use of bright red, cool dijon, deep eggplant, and other appetising hues that emphasise the tasty credentials of the product.
All of these aspects come to life through clever use of motion design that emphasises the playfulness of the brand and the versatility of Fork & Good meat.
Mark Sloan, head of Mother Design, indicated that it was the beginning of a longer collaboration with the brand, commenting that the agency is “looking forward to partnering with them as they continue to define a burgeoning industry.”