Creative Director & Founder at Buttermilk Creative, Co-host of the Kirk + Kurtts Design Podcast, Board Member, Mentor
Just saw the old Impossible Foods packaging next to the Jones Knowles Ritchie revamped design at Sprouts Farmers Market. I experienced the redesign earlier this year at #expowest - so it was fun to do a little compare/contrast against the old in the freezer: Color: The shift from a unique teal-and-white combination(that felt a little 90's in a good way) to a robust meaty red is different for sure. While I have a nostalgic connection to the old teal, white, and yellow scatter pattern, the new red hue taps into a more masculine and emotionally charged purchasing dynamic. It feels like a bigger play at meat eaters, especially in the larger context of the meat department. Callouts: The redesign significantly boosts the size of the three main callouts, making the essential product info pop even more on the shelf. I’d nudge the white text just a bit bigger for better readability and balance with the larger statement they're connected to. Tagline: The subtle but significant change in the tagline from "made from plants" to "meat from plants" steers the brand in a new direction. This linguistic shift might resonate differently with consumers, again appealing to folks looking for more "meat". Photo-style: Swapping flavor cues for a more distant, stylized look reminiscent of a fashion spread—a big jump visually. They're leaning into creating more of a scene with the cutting board - and it feels more like it's part of a gourmet kitchen. Logo: The logo's had a little work done too—still that tight, condensed sans serif, but now with rounded corners and a taller stance. It fills its space better (especially in this particular format), aiming for more impact without losing its roots. What do y'all think? Yea or Nay on the new? #PackagingDesign #ImpossibleFoods #BrandRefresh #DesignThoughts #Sprouts
Alva Chew
1mo
Still impossible to get me to eat it. 😂
Grant Gaither
1mo
Design elements and structural design aside it feels like they are attempting to hit two markets with the packaging and slightly missing both in my mind. Cohesively it’s clean design but don’t feel it’s will make much difference in a purchasers decision when comparing on the shelf. Only time will tell if the design is better/worse/indifferent. The sales will ultimately determine if it was a good decision or not becuase design serves a purpose, and the purpose of packing is to sell the product.
Unfortunately, I think it’s too little, too late. It’s a nice aesethetic, but this iconography isn’t expressing anything distinctive in terms of a brand identity/personality. On this deeper level it’s still indistinguishable in from their competitors in the grocery aisle (beyond meat, morninging star, etc). Would love to see them succeed(and the plant-based neat category, in general), but this doesn’t move the bar IMO
Darren Bennett
1mo
I would say that the red cheapens the look. The image is also too high contrast. Reminds me of those dodgy food images outside cheap restaurants. Sorry 😬
Naoma Serna-Zahn
1mo
I love their rebrand because their goal is to go after meat eaters. One of my favorite pieces of the identity was their video of the logo that made the fork tongs between the two "S" — I thought that was really well executed. I also think their rebrand makes them look a bit more like a luxe product which may be able to justify the price point more too. Wondering to see what the $$$ say after a few quarters with the new brand.
Mark Robson
1mo
I love the new branding — I just wish they'd been a little braver and kept the first 's' flipped to make a fork as in some motion treatments.
I cannot simply compare before and after. brand recognition is different and the appealing points/message has also changed. both look standout at retailers 🎉
Casey Blevins
1mo
The most clever selling tactic built into this packaging is the subtle reduction in the font size for “made/meat from plants.” They’re using their packaging to draw the average consumer (not just meat-free folks) toward the product. This could potentially create a proximity effect where the customer says “I’m already over here looking at it, so I might as well try it.” Brilliant.
Sarah Ehlinger
1mo
I'd really love to know the strategy behind the shift and if it's to reach more meat eaters who are curious vs solely plant-based eaters. I'm guessing it's the former because of the change to red, messaging shift (Meat from plants), and product photography that tells more of a story. All great shifts to get plant-curious meat eaters without alienating their base.
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1moMy boyfriend is vegetarian so this is my go to. Honestly, for me it’s less about the packaging looking more masculine and more about that I can find it easier in the freezer. Grocery stores often don’t know where or what to do with this product and sometimes it can be scattered to the wind. I often overlook the old color combo, but the red definitely helps me locate it. I was just thinking how relieved I was they did something bigger and bolder to help me find them a couple days ago.