Redfire – The Alternative Meat Co.

“Meat – but not as you know it. The alternative Meat Co. (Alt Meat Co.) is Australasia’s leading plant based meat brand. As Innovators within the category and challenging meat eaters head on, we provoke fresh thinking with our combination of bold colour, stylised photography, typography and brand language.

Colour played a critical role in our strategy as we set out to confidently target meat eaters and vegetarians alike. As a challenger brand, we wanted to engage with our Millennial target audience with vibrant colours with works beautifully in tandem with appetising food shots, highlighting the typography and popping the plated food to prominence.

Our art direction, inspired by street food, breaks the boring run of the mill vegetarian product shots creating appetite appeal and street cred. The brand brings hipster cues targeting Millennials with a fresh rebellious language – where we engage our audience in a fun, friendly manner. As we say it’s Grown Not Bred!

The print is on matt packaging giving a sensory feel that’s great to the touch. We highlight the plated food with spot gloss – designed to catch the eye under supermarket lighting.

These bright packs with decisive colours provide real impact in store.”