This one, we admit, is a little … different.
Because the product itself is a little different. 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. 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.
But Fork & Good approached Mother Design with something a little different, too: a unique desire to bring good, affordable meat to as many people as possible, as sustainably as possible. With an initial product offering of ground pork—the most widely consumed animal protein on Earth—they’ll set their partnership sites on food trucks and fast casual establishments with universally loved cuisines like meatballs, dumplings, and tacos.
So, with our strategic partners at FNDR, we built a vibrant identity system meant to embody Fork & Good’s vision for feeding the future.
To craft their wordmark, we studied brands with mass appeal and found inspiration in traditional butcher shop signage. The curvature of the mark emulates the characteristic cutout in our new “Smiley Fork” logo, and both curve and cutout “smile” express living, dynamic variations in both motion and static use cases. What’s more, the same cutout informs the “bowl” device in our graphic system—the two-dimensional container for scrumptious meal variations photographed in high contrast—and, paired with chopsticks found in the negative space between the fork’s tines, further represents the universality inherent to the brand’s DNA. The system is rounded out by repetitive, food-wrapper-like patterns and a vibrant color palette of bright red, cool dijon, deep eggplant, and other delicious tones that are appetizing and timeless.
Because few people’s mouths water for sustainability and science. But if a sustainable science company can convey real, nutritious, affordable food?
That’s different. That’s good. That’s … forkin’ good.