Casa Bien developed a new strategy, identity and digital ecosystem for Novameat, the first brand offering plant-based whole-cut meat specially created for food makers.
The visual identity brings together the two core elements of the project: its innovative technology and a strong commitment to traceability and natural ingredients. This constant balance between nature and technology culminates in the key visual, a recognisable mark inspired by the unique fibres of their cuts, and a tool to expand the brand’s graphic universe.
We created a brand with a distinct voice, ready to shift the conversation towards a future in which plant-based protein also means healthy and tasty, without compromise. The brand uses editorial platform The Journal as its main narrative tool; a carefully curated archive documenting the journey towards a new culinary tradition.
