Far removed from the chemical laden faux meat you find in the frozen foods section, Beyond Meat’s mission is to perfectly replace animal protein with vegetable protein. Their first product, appearing on store shelves this month, are chicken-free strips that have fooled the taste buds of more than a few critics.

The new brand identity and packaging needed to communicate not only the simplicity of the product, but it’s genuine uniqueness from competitors. Forgoing the typical styled food photography approach, the new packaging instead uses actual ingredients (amaranth, soy, peas, carrots, salt & pepper) to create imagery.

Packaged in a tray and found in the refrigerated section, just as animal protein is sold, a window on the front lets buyers see the product inside to verify it’s quality. Details, such as simple iconography describing core brand values and a rollerskating chicken bar code, impart a personality that is both informative and enthusiastic. Recyclable/reusable trays and a simple outer wrap printed on FCS certified recycled paper, reflect Beyond Meat’s commitment to positively impact climate change and preserve natural resources.”

Designed by Steve Bullock Design

http://www.thedieline.com/blog/2013/4/18/beyond-meat.html