Another Meat · Hoy cambiamos el mañana

Project developed as the final project of the Online Master’s Degree in Challeging Branding at Labasad Barcelona School of Art & Design.

Approach: “Today we change tomorrow.” Another meat challenge is the world and its customs today to motivate a positive impact tomorrow, moving towards sustainable food by generating trust with 100% natural products from Spanish farmers, raising awareness in society for a real change in their lifestyle, improving health, animal welfare, and the planet. A transparent and committed brand, supporting the national market, thereby controlling the traceability of products and avoiding excessive carbon footprint.

Challenge: The veggie market has ceased to be a niche and has become quite an attractive market. Nowadays, we have one second to make a difference and capture the user’s attention in a supermarket. The main challenge is to stay true to the brand values and develop a proposal that adapts to various packaging formats to break the visual codes of the category.

Solution: By delving into the territories of opportunity, the need to emotionally connect with the audience is found. By focusing on maximizing this behavior, a brand narrative is composed where the product attributes and philosophy are explained in an honest way.

Packaging: Another meat is characterized as the brand that accompanies you, paving the way for a change in dietary habits. That’s why the Alebrije is depicted on the packaging, a mystical (fantastic) figure whose function is to serve as a guide and accompany the soul through different cycles of life. The variety of colors and ethnic details displayed on the packaging simultaneously represents the cultural diversity, values, and feelings with which we learn to coexist throughout our lives, symbolizing the brand.

Curator’s insight: The brand’s approach is clear and compelling: to challenge the current food system and inspire a positive change for the future, by offering 100% natural products from local farmers that respect animal welfare and the environment. The packaging design reflects this approach by using the Alebrije as a visual metaphor for the brand’s role as a guide and companion for the consumers who want to adopt a more sustainable lifestyle. The Alebrije is a mythical creature from Mexican folklore that represents the fusion of different animals and cultures, symbolizing the diversity and harmony that the brand embraces. The colorful and ethnic patterns on the packaging also convey the brand’s values of authenticity, joy, and creativity, while creating a strong visual impact on the shelf. The project demonstrates a high level of creativity and strategic thinking, as well as a good understanding of the target audience and the category codes. The packaging design is consistent with the brand narrative and communicates effectively the product attributes and philosophy. The project is well executed and presented, showing attention to detail and professionalism.