The Alternative Meat Co.

Creative Agency: Redfire
Project Type: Produced, Commercial Work
Client: The Alternative Meat Co.
Location: Auckland, New Zealand
Packaging Contents: 100% Plant Based Protein
Packaging Substrate / Materials: Plastic Pouch
Printing Process: Gravure Printing

The times are changing – especially within the Food and Beverage industry. With ever increasing consumer concerns surrounding safety and sustainability practices within the Food industry, The Alternative Meat Co are challenging the notion that you need meat in your diet to obtain protein. With their exciting new range of 100% Plant based protein products, they’ve truly cracked the code, providing a viable, exciting and environmentally ethical alternative to Meat – a tasty and versatile product that looks, cooks and tastes like Meat, but is ‘Grown, not bred.’

We developed the AMC brand from whoa to go, mixing a quirky, bright and funky approach to visuals and brand language. The brand was positioned to appeal to those consumers on the fence about Vegan/Vegetarian options and those who would appreciate the alternative option. The packaging was designed to really pop on shelf, utilising strong colour blocking and bold illustrative elements that emphasise a fresh, hand-crafted approach. This carefree tone is reflected in the brand language on pouch and features in the copy for the first range of 5 flavours.