Invitro Outside

Brief Introduce, visualize and integrate artificially grown meat to the public. Solution This was my 3-month long Master project, looking for a way to explain and promote meat created through the invitro technique to an unsuspected audience. This product is realistically to be released in 2021, and is created through subtracting cells from an animal, growing them cell-up in a controlled environment, solving many of the issues we have with farm factories today regarding land-use, greenhouse emissions and animal welfare. I did this through a moving event, consisting of three areas; Meet, Grow and Eat - bringing the inside life of science outside and onto your plate.

Long Description

Two key words that shaped this identity were transparency and integration – showing an opportunity for in vitro meat to serve us as an open source food; no secrets, no conspiracies, just pure biology. The event is held outside in major European cities to begin with, merging the consumer and the newcomer foodstuff together outside, in a familiar environment, rather than the lab.
I have used white plates of meet that merge together on a red background, using the negative space to subtly resemble cell-division. Visually this creates a living mark that hopefully is able to function independently. 

The identity spreads out across all platforms, including way finding; where the thin point-line (inspired by the visual language of biology books) directs you from one post to another.
Meet – say hello to the local animals borrowed to be donors for the event. Grow – learn about the production means of in vitro and the future that awaits us if the product is adapted. Eat – try in vitro meat for yourself, is it really that different to your everyday meat?

All donor-animals show names and origin, which are referred to in the menu. Post-event they are sent to animal sanctuaries where they able to proceed their life as animals; not livestock.

See the whole project here:

https://www.behance.net/gallery/55844915/Conceptual-Branding-A-Celebration-of-Artificial-Meat