Impossible Foods Rebrand 2024

Impossible Foods makes meat from plants, including beef, pork and chicken, for grocery and foodservice. Its mission is to get meat lovers to eat less animal meat, yet its old identity read as plant science for vegetarians, even though 90 percent of its buyers already eat meat. Jones Knowles Ritchie's 2024 identity, made with the in-house team, turns Impossible into a meat brand that belongs in the meat aisle, offering more meat rather than a sacrifice.