Cultivated meat pioneer Aleph Farms announces the launch of its first product brand, Aleph Cuts; a branding initiative that aims to distinguish Aleph Farms’ products and build momentum ahead of commercialization.
The company, which uses cellular agriculture to create animal-free meat products, is working closely with regulatory agencies worldwide to prepare for the commercial launch of its first product, a premium Angus-style thin steak due to be marketed as the Petit Steak. It will be Aleph Cuts’ first product, expected to launch in Singapore and Israel later this year.
“With the launch of Aleph Cuts, we are introducing our product through an epicurean lens to connect people to our incredible ‘new take on steak,’ sharing what this choice means in an engaging and authentic way,” said Nicky Quinn, VP of marketing at Aleph Farms.
A new way of thinking
Developed in partnership with brand and experience design agency BOND, Aleph Farms’ new brand identity reflects its consumer-centric focus and commitment to innovation, explains the food tech company.
“We set out to create a brand that reflects the innovative Aleph Farms team we got to know. A system that welcomed everyone to this new way of thinking about what and how we eat,” said Lindsay Gravette, creative director and partner at BOND.
The visual identities for Aleph Farms and Aleph Cuts are part of a unified system designed to support the scale of Aleph Farms’ growing product portfolio and subsequent engagement with customers and end consumers.
“We took inspiration from something universal, the food we eat daily, and the visionary Aleph Farms’ processes and passion. The result is a pair of brands that express the practical and exceptional, bringing cultivated meat and cellular agriculture to the world,” Gravette added.
Co-creating the brand with consumers
Aleph Farms is focused on using food technology to create a better future for the food industry. It claims to have developed a method of producing meat without slaughtering animals, using non-modified cells to grow cultivated meat. The company’s whole-animal approach aims to create different cuts of steak and other products from animal cells, such as cultivated collagen. Aleph unveiled the world’s first cultivated thin-cut steak in 2018 and its first cultivated ribeye steak in 2021.
“Iconic brands aren’t built overnight or by one person or team. We look forward to co-creating our brand over time with consumers, so we can best serve their evolving needs,” added Quinn.
