Meat grown in a lab is a great idea in theory, but in practice, perhaps an unpalatable prospect for carnivores and veggies alike. The idea of lab grown meat is often met with a grimace – there’s a Frankensteinian element to the idea that might take some work from brands to overcome, and then there’s the question of safety and of the value this new scientific development will add to the modern diet. Creative agency Idea Dolls London took on the challenge to conceptualise how cultured meat could appear on supermarket shelves and appeal to a Western ‘wellthy’ audience, playing with the idea of DNA sequencing and the concept of ‘many from one’. GTAC: ‘Good to All Creation’ – inspired by the letters that make up all DNA sequences, reordered to form a brand acronym – doesn’t shy away from the fact the product isn’t quite meat, leveraging the mission of kill-free meat, and sustainability over flavour cues, belonging neither in alternative meat, not meat categories, GTAC fits somewhere in the middle, a completely new category with a brave, cruelty-free mission at its core. Visual direction is clean and minimal – accented SKU descriptors in spot varnish add a tactile element to the packaging design, inviting shoppers to interact with the pack, explore and read the finer brand storytelling elements which articulate the mission – to normalise a product that’s grown, not born, cultured not culled, good to the planet, and good for the palette – a sustainable option that solves much more than our need to enjoy meat, guilt free.