In 2019, during the first expansion movements of the plant-based category in Brazil, Wessel, one of the most traditional brands in the premium meat market, initiated the development of a new brand aimed at consumers seeking to reduce meat consumption without compromising traditional gastronomic experience. Developed in partnership with 55_Brands, responsible for brand strategy, SB\Design created the visual identity, brand system and concept for MetaFoods' first packaging line. The challenge was to build an identity capable of communicating innovation without resorting to traditional vegetarian brand codes, creating a scalable system for future portfolio extensions. SB\Design developed the visual identity, brand system and packaging concept, structuring a contemporary language based on simplicity, strong typography, product photography and botanical elements. More than developing packaging for a single product, the project established a visual language prepared to sustain future category extensions, creating a contemporary, minimalist and easily recognizable identity for a new generation of plant-based foods.
