In 2020, a new plant based start-up arrived in Singapore to launch their chicken made from plants. The opportunity was to support them creatively from day-one and help give birth to their brand.
The world is changing, our habits, pace of life, beliefs and mindset are modifying and nothing stands still. The Next Gen Foods brand is introduced as a new beginning for people looking at meat alternatives.
To support the brand identity and create a direct connection with chicken (their first product to be launched in 2021), it was introduced a brand character to create an immediate connection with the consumer and providing flexibility for the brand.
Our little “chick-leaf” is that character that can be used in many different ways without ever losing its brand essence while also helping creating an association with the actual meat-free product and the element of sustainability.
To fire-start the company presence in the region we took the start-up mentality to the extreme and with a limited budget, we produced brand collaterals, photography of the team and the foods as well as a 3D concept for their lab space.
Role: Creative Direction, Art Direction, UX Design & Strategy
Client: Next Gen Foods / Agency: East / Portrait Photography: Surround
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