Brand concept and brand identity system for a brand new plant-based product by Betagro group.
Farmgroup collaborated in the conceptual development and design of the brand identity system for Meatly, a new line of plant-based alternative foods under the Betagro Group. The brand focuses on communicating quality, sustainability, and deliciousness—beneficial for both consumers and the environment—through a contemporary and approachable visual identity.
ABOUT B
Due to Meatly’s special quality—its flavor being very close to real meat—it causes consumers to feel a sense of ‘surprise’ at how similar it is. This design is created from the interpretation of the word ‘Surprise’, by extending the letter ‘m’ to represent something beyond expectations, and to visually convey the loud and elongated sound that comes from feeling ‘surprised’.
ABOUT A
From the concept of ‘Surprise’, we believed that using an exclamation mark is the clearest way to express the feeling of surprise or amazement. The logo was then uniquely designed by subtly incorporating the exclamation mark into the word ‘Meatly’ in a seamless way.
A memorable impression makes a brand stand out.
The client chose the ‘!’ option because it clearly conveys the element of surprise and creates a strong memorable impression. Additionally, the symbol offers great versatility for adaptation across various media platforms.
