Impossible Rebrand

Plant-based meat is just for vegans and vegetarians, right? Wrong! That was the pervasive attitude that was standing in the way of Impossible Food's growth and fulfillment of its critical mission.

We restaged the brand to capture the imaginations and appetites of Flexitarians, the fastest growing dietary cohort globally. And we appealed directly to their most carnivorous desires. As the meatiest brand in the plant-based game, only Impossible could assert its meatiness so unapologetically.

Working with the talented minds at JKR, the brand shifted from a clinical green to a delicious red. We borrowed from the visual language of retro butcher shops to create a design system that was at once both nostalgic and modern. And our packaging got a total overhaul so that it popped on shelf with meaty urgency.

No more negation. No 'fake' or 'faux.' Impossible is meat AND its made from plants. The Impossible dream come true.