Fork & Good
Designing a revolution in animal agriculture
Can design make food science scrumptious?
What we did
Industries
Fork & Good has an admirable mission: to bring good, affordable food to as many people as possible, as sustainably, humanely, and cost-effectively as possible.
As a purveyor of cultivated (lab-grown) meat, the company has its sites set on food truck and fast-casual restaurant partnerships, with an initial offering of ground pork—the most widely consumed animal protein on Earth.
But Fork & Good needed to differentiate themselves in a category they were simultaneously helping pioneer; so with strategic partners at FNDR, Mother Design built a vibrant, appetizing identity system that embodies their vision of feeding the future.
Fork & Good is spearheading a new way of raising and producing meat. By both reducing the impact of meat production and ensuring the best quality, they are working to provide a future where everyone, everyday, wherever they are, can enjoy the best of meat.
But cultivated meat—despite a competitive market and longstanding place in the sustainable food conversation—lives in a brand category that, at present, is largely notional. And although labs and restaurants have experimented with high-priced cultivated meat prototypes, barriers like cost-effectiveness, scalability, and cultural skepticism have largely kept lab-grown meat products from gaining any sort of traction in the mainstream.
The mainstream, however, is precisely Fork & Good’s goal: the company, armed with a unique patented approach, has solved the challenge of making cultivated meat affordable for everyone.
Naming
When the company approached us, Fork & Good was Fork & Goode. We made an informed recommendation to remove the superfluous ‘e’, and by doing so, buck a dated naming convention in favor of simplicity and timelessness.
To craft the new wordmark (now delightfully symmetrical in character count), we studied brands with mass appeal and found inspiration in traditional butcher shop signage.
The downward curvature of the wordmark is designed to emulate the negative space, or “smile,” in our new “Smiley Fork” logo.
The Logo
The same cutout informs the “bowl” device in our graphic system; and, paired with chopsticks found in the negative space between the fork’s tines, it further represents the universality inherent to the brand’s DNA.
The primary typeface — Radion’s weight and timeless quirk emulate similar characteristics found in our logo.
The color palette brings energy to the identity; bright, dominant red, cool dijon, deep eggplant, and other appetizing hues emphasize the product’s flavor and versatility.
The same cutout informs the “bowl” device in our graphic system; and, paired with chopsticks found in the negative space between the fork’s tines, it further represents the universality inherent to the brand’s DNA.
Brand patterns are derived from our logo.
New website built in partnership with Outside Studio.
The system is rounded out by repetitive, food-wrapper-like patterns that speak to Fork & Good’s offerings of universally loved cuisines, including meatballs, dumplings, and tacos.
Nuud
A little less rebellion, a lot less plastic
