Скачать или смотреть How Jones Knowles Ritchie Created Plant-Based Branding to Win Over Meat Lovers | D&AD Festival 2024

"Animal meat isn't going to get better – it's only going to get worse as it's injected with more shit than we can imagine," declares Lisa Smith, Executive Creative Director at Jones Knowles Ritchie, in this excerpt from the D&AD Festival talk, Making the Outrageous Possible: How Impossible and JKR Are Engaging Meat Lovers in the Plant-Based Movement. Speaking alongside Leslie Sims, CMO of Impossible Foods, Smith shares how the agency transformed the plant-based meat brand, starting with a completely redefinition of message. Previously, Impossible Foods had been “trying to talk about too much."

One of the biggest things the team did was change the colour – swapping a green world for one that was red, juicy and reminiscent of meat. As Sims puts it: "We used to show up to the shelf like a plant, and now we're showing up like meat." Smith details how the Jones Knowles Ritchie team did it – from sharpened messaging to butcher-inspired fonts, bold photography and a design system for multiple packaging claims.

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