THIS Reveals New Brand Identity With Updated Packaging

UK plant-based meat brand THIS has revealed a new brand identity with updated packaging designed in partnership with London-based design agency Kuba & Friends. The refreshed branding includes a more consistent logo featuring a hand holding a fork, a new blue sky with clouds on packaging, and product close-ups replacing meal shots. The goal is to capture THIS's irreverent tone of voice and mission to disrupt the food industry with new formats. The brand's website and social media will also be refreshed as part of the phased rollout in the new year.

The new brand identity follows THIS raising £20 million in Series C equity funding earlier in the year to develop new product ranges and boost profitability. Partnering with Dell’Ugo, THIS introduced two new plant-based ravioli products, one featuring plant-based bacon lardons and the other with chicken-style pieces. CEO Mark Cuddigan expressed excitement for the brand's bold step forward visually, continuing to lead the plant-based food revolution with delicious and nutritious offerings.