Omeat

Real meat that doesn’t harm cows

Omeat had developed groundbreaking technology to create real meat in a lab, without harming cows. The challenge was positioning this innovation so consumers focused on the quality of the product, not the unfamiliar production method.

The brand positioning and identity we developed steered clear of technical explanations or heavy-handed messaging about animal welfare or the environment. Instead, we embraced the warmth and vitality of good meat, bringing the brand to life with a full visual identity system, website, and launch campaign.

Read more: Keeping Cows In The Equation - Fast Company

Omeat elements
Omeat launch campaign advertising on a New York City construction site, featuring colorful food photography and messaging for burgers, meatballs, beef stew, and tacos. Love & War developed Omeat’s brand strategy and visual identity, positioning the cultivated meat company around the quality and enjoyment of real meat rather than the technology behind it.
Custom Omeat campaign buttons designed by Love & War as part of the cultivated meat company’s visual identity and launch campaign. Bold typography, playful illustrations, and messaging including “Eat Meat Not Cows” and “Cow Approved Meat” express the brand’s optimistic approach to producing real meat without harming cows.
Omeat team at the company’s cultivated meat production facility, surrounded by the technology used to produce real meat without harming cows. Love & War developed Omeat’s brand strategy and visual identity, helping translate a complex food technology innovation into a clear, approachable consumer brand.
Omeat cultivated meat presented as a meatball with pasta, photographed as part of the brand’s launch campaign. Love & War developed the brand strategy and visual identity around the appetite and enjoyment of real meat, shifting the focus from laboratory technology to the quality and appeal of the finished food.