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Europe’s first cultivated meat brand to hit the shelves with Principles

Principles has completed the branding of Europe’s first cultivated meat brand, Meatly.

The Leeds agency was appointed by Good Dog Food earlier this year, to create a “category-defining” brand for its cultivated-meat pet product.

“We were really excited by the challenge creating this brand posed as there’s a huge risk when a product is so innovative that we get lost in the science, so we set a path from day one to bring the innovation down to earth and ground the visual language and tone of voice in a way that doesn’t alienate pet parents, instead creating something in which they can relate and warm to,” explained Principles Creative Director Paul Nichols.

“The most effective, and successful, innovation is always routed in familiarity.”

The name Meatly was born through “strategic consultation and creative collaboration” and promoting it as “sustainable, tasty and nutritious meat from a single fertilised chicken egg which protects our pets, the people and our planet.”

“We couldn’t be happier with the brand we’ve created with the team at Principles – from day one they understood what we were trying to achieve,” added Meatly CEO Owen Ensor. 

“The result, not only in how it looks, but the strategic foundations which have been put in place have set us up for the exciting journey ahead. I can’t wait to see Meatly on shelves very soon!”

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