Impossible Foods Rebrand & Brand Identity

Impossible Foods makes meat from plants, including beef, pork and chicken, for grocery and foodservice. Jones Knowles Ritchie's 2024 rebrand, made with the in-house team, drops the plant-science look, lightly revises the logotype, and makes red the brand's signal, in shades taken from the stages of cooking a burger, with cues borrowed from the butcher shop. With 90 percent of buyers already eating meat, it set out to belong in the meat aisle, not the vegetarian corner.