UK plant-based meat brand THIS has unveiled a new brand identity developed in partnership with London-based design agency Kuba & Friends.
The updated branding retains the company’s signature logo with a hand holding a fork, making it more consistent on packaging and across all touchpoints. The typeface also remains the same, though the trademark symbol has been moved and is now within the S of the brand name.
A blue sky with clouds has been added to product packaging, symbolising a “new dawn in plant-based food”, and meal shots have been replaced with product close-ups. THIS’s website and social media will also be refreshed.
With its distinctive look and feel, the new brand identity aims to capture THIS’s “irreverent tone of voice”, reflecting the brand’s mission to disrupt the food industry and explore new formats. The full updates will roll out in the new year via a phased approach.
“Bold step forward”
The news comes after THIS raised £20 million in Series C equity funding earlier this year via growth equity investment platform Planet First Partners. The brand said it would use the capital to launch new product ranges catering to evolving consumer health preferences, while boosting profitability on its core products.
In October, THIS announced a partnership with premium fresh pasta brand Dell’Ugo to introduce two new plant-based ravioli products. One is made with THIS’s plant-based bacon lardons, while the other contains the brand’s chicken-style pieces.
“We wanted a change, and THIS™ changes everything,” said Mark Cuddigan, CEO at THIS™. “Our tone of voice has always been fun and cheeky, but visually we needed to stand out more. With this refresh, we’re not just updating our look – we’re taking a bold step forward, as we continue to lead a food revolution with our ridiculously delicious and nutritious plant-based food.”
