Impossible Foods Rebrand and Packaging

The new approach intentionally leans into the craveability of meat—designed to welcome more consumers into the plant-based category and champion the future of meat.

I worked with the talented crew at JKR on this rebrand—focusing primarily on how the new and evolving identity could translate to packaging across 20+ SKUs.

Design Director, Packaging

JKR Impossible Creative Team:
Global ECD: Lisa Smith
Creative Director: Alex Boulware
Design Director, Identity: Gustavo Dao
Design Director, Launch: Jay Chapman
Copywriter: Joe Schott
Illustrator: Sophia Del Plato
Senior Designers: Pablo Kahn, John Vetter, Daniel Brokstad, Sophia Del Plato
3D Renderer (Packaging): Abesalom Kavelashvili
Photography (Product): Bobby Doherty
Photography (Lifestyle): Grant Cornett
Custom Typeface: Colophon Foundry

Jones Knowles Ritchie, New York