CASE STUDY
MEATI
the ask
Meati started over 5 years ago by venturing into a space that meat replacement had never ventured into before. They wanted to bring the first plant-based steak to consumers. Since their beginnings, they have evolved their product line to include chicken cutlets and crispy chicken cutlets, all made from an innovative process, using mycelium, a kind of fungi. They wanted their visual identity to feel as evolved as the product itself, to be exciting and fresh.
With that came a lot of education, teaching, and inspiring their audience on how to best enjoy their products, so we stepped in to create recipes and produce content for their digital efforts, on social media and beyond.
We dove into Meati with a simple approach; we wanted the “meat” to feel like meat, so we made dishes that could be made with real-deal chicken or steak as well, shared through stop-motions and videos. We highlighted the fun they were having with their branding through bright colors and unique props on set. We worked closely with their small team to ensure we were illustrating in line with their broader vision of growth, and with that, we created many campaigns and announcements together that really hit the mark.
Our Approach
the results
We not only evolved Meati’s look, but we also broadcasted who they are, and what they do to a larger audience in a concise and meaningful way. We kept their innovations in line with excitement, mapping a clear message that plant-based food should feel fun, funky, and approachable. We’ve watched Meati grow into a hugely successful brand, reaching plant-based eaters, and even carnivores, everywhere with their mycelium.
