Agency: Idea Dolls
Creative Direction and Strategy: Siena Dexter
Graphic Design: Catalina Din
Copywriting and Brand Naming: Kieran Katwala
Artworking and Pack Design: Katinka Donagemma
Creative 3D Partners: Squint Creative
Location: United Kingdom
Project Type: Concept
Packaging Contents: Cultured Meat
Packaging Substrate / Materials: Paper / Biodegradable plastic
Printing Process: Digital Print
GTAC is a meat product grown in a lab – cultured not culled, grown not born, it’s good for the planet and the palette. Creative agency Idea Dolls London imagined how cultured meat, a product that’s at best novel and at worst probably a little icky to think about, could be branded in a way that’s appealing to the modern western consumer. If successful, cultured meat could hold the key to sustainable carnivorous or flexitarian diets.
The visual concept centered around the idea of creating many (dishes) from one (sample). With a visual nod to DNA sequencing, and a brand name that’s a play on ‘GATC’ – the letters used to reference our DNA markers, Idea Dolls hoped to guide consumers towards the sustainable potential of cultured meat by showing that it’s all the same at a cellular level.
Cultured meat is still finding its feet in terms of mimicking the exact flavour of the real thing, so the creative direction steered clear of traditional meat packaging that often leverages flavour. Instead, the visual ID leaned into the brand story with snappy direct on-pack copy, a clean palette and bold accent colours. Instead of competing with traditional meat products at point of sale, a disruptive space-age design inspired by NASA space food packaging leverages innovation – appealing to early adopters, while brand storytelling reads like a rallying cry (so that rather than focusing on flavour claims) the brand can remind consumers of the greater good, inviting them to join the cause, to feed the world without feeding the problem, enjoy meat and be good to all creation.