Vegan Meat Company THIS Announces Brand ‘Refresh’

Popular plant-based meat company THIS has announced a “refresh” of its image, partnering with London-based design agency Kuba & Friends to update packaging, logo, typeface, and background on its products. The brand's signature logo of a hand holding a fork is now consistently used across the range, with the trademark symbol appearing within the logo. Pictures of meals have been replaced with product close-ups, and a blue sky and clouds background has been added. CEO Mark Cuddigan explains that the refresh aims to take a bold step forward and stand out visually.

In addition to the visual updates, THIS has also partnered with agency Reed Words to update its tone of voice and creative agency St Luke's for a new brand line. The brand, known for products such as “THIS Isn’t Pork Sausages,” has received £20 million in funding this year to accelerate growth and expand its reach in supermarkets nationwide. Updates to the website and social media are also on the way, with a full rebrand set to launch in early 2025.

Overall, THIS's refresh aims to bring a modern look to its range, disrupt the food industry, and highlight its fun and cheeky tone of voice. With continued investment and updates, the brand is on track for continued growth and success in the plant-based meat market.