Prime Roots

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When it comes to a plant-based diet, Prime Roots gets to the meat of the matter. Through the innovative use of koji and the power of fermentation, they've replicated the taste and texture of meat without incurring any of the environmental costs of animal proteins. Prime Roots is made by meat-eaters who, like all of us, want to do a little bit better with the food we consume.

The catalyst for this rebrand was a philosophical one. Not so much a shift in values, but a shift in what our clients wanted to communicate to the world. As meat eaters, our clients were simply looking for a meat alternative that wasn't highly processed, pumped with additives, and most importantly, tasted like meat.

We worked with our clients to reimagine their previous "futuristic look" into the premium, nostalgic, meat-centric brand that's heavily inspired by a classic deli that just so happens to care about the planet.