Plant-based meat substitutes include burgers, minced meat, dumplings, and soy sausages. With their familiar taste, texture, and shape, these meat alternatives are not limited to just vegans and vegetarians, but also appeal to those who seek healthier dietary options or are simply curious to try something new.

To attract a wider audience for plant-based meat substitutes, it was important to develop a name, logo, and packaging design that would convey the benefits and unique qualities of these products. 

A brand with such a noble mission requires a name that not only stands out, but also embodies its values and beliefs.

The brand name initiates a positive conversation with the consumer, encouraging them to reduce their meat at least periodically. The name not only instills confidence that one is not alone in their noble goal, but also creates a sense of community among like-minded individuals. To complement the brand name, the design solution was developed to further communicate the brand's vision and values.