THIS is for meat lovers.

A bold, simple brand was needed with a provocative sense of humour that embraces and promotes the idea that meat is no longer a necessity – and uses the very unusual name: THIS.

The solution for THIS uses the name as a prompt to create an entire visual and verbal brand that extends across all the products. A visual system that flexes according to any meat alternatives the brand might offer THIS isn’t chicken, THIS isn’t bacon, THIS isn’t milk, and so on.

The brand launched in December 2018. Products have been pre-released into restaurants and the social media following is immense and supermarket distribution has begun.