MOOV - Meat the Future

For my final major project, I used my design skills to devise a sustainable solution for meat lovers that allows them to enjoy real meat without the detrimental environmental impacts typically associated with its production. After conducting extensive research on meat alternatives, I created and designed the brand MOOV to introduce lab-grown meat to the UK market.

I aimed to provide people with the opportunity to taste and eventually switch to sustainable meat through a sample box and a wide range of cultivated meat products which are available through the website I designed. I created twelve different packaging variations for beef, chicken, lamb, and pork products utilising the familiar colours associated with traditional meat products, to inspire consumer confidence. In addition to the sample box and product range, I designed recipe and information leaflets, and promotional posters to help create a strong visual identity for the brand and to create awareness of sustainable meat alternatives that are not simply plant-based.