Impossible™:
The Brand World
Impossible™ Foods is an industry-leading food-tech startup that makes delicious, nutritious meat and dairy from plants – with a much smaller environmental footprint than meat from animals. The company's mission is to make the global food system sustainable by eliminating the need for animal agriculture by 2035. We built a brand that would stand out and go against traditional food branding by being colorful, bold and disruptive. And by not being afraid of breaking the brand rules and be constantly evolving.
THE MAGIC INGREDIENT
〰️
THE MAGIC INGREDIENT 〰️
What is Heme?
The first question everyone asked about Impossible is “So…what’s in it?”. We made a simple video explaining all the ingredients that go into making Impossible™ Burger and the magic ingredient "Heme” which is what gives the burger the taste of meat and it’s color. For it we created a character “baby heme” who everyone loved and became our mascot. From plushies to socks, Baby Heme is part of the Impossible family and even has its own IG @babyheme.
