A Better Cut of Meat
- Branding & Identity
Plant-based proteins, made by meat-eaters. Through the innovative use of koji and the power of fermentation, Prime Roots has replicated the taste and texture of meat without incurring any of the downsides of animal protein. The catalyst for their new direction was based on a philosophical shift in the way our clients wanted to communicate to the world.
We revisited Prime Root’s existing “futuristic look” to create a brand with a premium yet nostalgic feel that’s heavily inspired by classic deli culture and that celebrates the culture of meat while promoting a sustainable future.