Flesh

Flesh is a corporate identity design for a company that produces cultivated (also known as lab grown) meat. The logo plays with the idea of “fresh food” and leans into the environmental aspect of the brand while being attention grabbing through the shock factor of the brand’s name itself.

A Corporate Identity

The idea behind the identity is to use satire and a simple style to appeal towards young adults aged 18 to 25. This demographic has been shown in the study conducted by University of Sydney and Curtin University Generation Z that despite having a great concern for animal welfare and the environment – they would not have lab-grown meat due to it being perceived as “disgusting”.

Flesh uses its brand identity to make light of this idea and contrast it heavily with its nature motif that is present in its designs.

Identity Mockups

While there are many cultivated meat products on the online market there is very few that can be found in supermarkets or advertised publicly. The applications for Flesh was chosen to stand out from its competition by using these scarcely used spaces.