Cellmeat CI Renewal
This CI renewal project aims to shift the paradigm of cultured meat from a bio-tech focus to a gastronomic experience.
We redefined the brand identity by moving away from the clinical perception of “cells” to introduce the concept of
“The Sixth Taste”—a new dimension of flavor beyond the traditional five.
ABOUT
The core strategy of this rebranding was to translate the unfamiliar technology of cultured meat into a desirable “gastronomic experience.” We moved away from the technical term “Cell” and structured the brand identity around the "Cube of Taste," representing a perfect balance of flavor, aroma, and ethical value.
The new identity captures the transition from lab technology to table delight. It expresses the futuristic value of coexistence between humanity and the environment through a modern, scalable graphic language.
