THIS | mayasummersdesign

this.

Brand Strategy - Verbal Identity -

Print - Packaging - Campaign

THIS is a 'new' meat substitute brand which sell a range of meat-like food products. I worked with Johnson Banks to develop this strong typographic brand along with food packaging solutions. These were just a small handful of my typographic experiments and design ideas in the earlier stages that got taken forward to the fully developed brand.

Instead of guilt-tripping people into changing their diet, they wanted to tempt people by harnessing the irresistible smell of bacon and the satisfying texture of chicken.

After extensive testing with pea and soy protein, they had found a way to develop great tasting products for the burgeoning ‘flexitarian’ market – those wanting to reduce their meat consumption, not stop it all together.

Our branding challenge was to help create and launch a disruptive, challenger brand into a market mainly aimed at vegetarians, dominated by major brands such as Quorn.

ideas.

outcome.

The ideas developed and the campaign was continued by the team at Johnson Banks. The products have now been launched in supermarkets across the UK.

Much of our initial work was taken up with a search for the right name. After a few false starts, from trying thisn't (this isn't), This is not, and a few other wildcards, THIS was chosen. It’s short, it’s different, and most importantly, it allows us to immediately talk about their product line – THIS isn’t chicken, THIS isn’t bacon, etc.

The branding approach we created centres around a monochrome palette and strong and consistent use of the brand name. Forks, skewers, knives – you name it – are topped with the product and replace the ‘I’ in each product logo, of which there are eight in total.