Innagen

Launching a new brand and website for world-first biotech start-up set to transform the future of food

Conventional food supply, with the resources and number of animals it requires – as well as the impact it has on the environment – means that our global food system needs a rethink.     

Innagen design and build lab-based technologies that allows food producers to create cultivated proteins, at a scale and pace never seen before. Their pioneering technology mimics the natural growing environment of animal cells. Turning a finite resource into infinite potential and overcoming limitations for both people and planet.

We were brought on board to help them tell their story from the very beginning of their journey, including naming, strategy, visual/verbal/sonic identity, content, web design and build.

Technology Climate Brand & Digital
Motion Graphics Illustration UI Design Collateral Copywriting Digital Strategy Discovery UX Design Brand Strategy Website Development Visual Identity Tone of Voice Sonic Branding
Text that reads 'Our bioreactors are packed with fibres to increase surface area, creating a stable environment that supports and optimises cell growth'. Background is abstract and dark.

Brand idea

Innagen was founded on the idea that the best way to create cultivated food is to replicate what happens in nature. But doing it in a way that allows for much larger yields.

We translated this core belief into a brand idea of ‘Replicating nature at scale’. A statement that simplifies the complex science but also reminds us of their ethos and expresses their commercial benefit (yield) in a nascent but soon to be competitive sector.

Design system

Moving from large stir tanks to smaller environments is what sets Innagen’s technology apart. We designed a key visual to show off what happens inside their modular bioreactors, striking a balance between scientific precision and a modern, premium feel. Grain and depth of field were added to subtly reference the view through a microscope.

Design system

Mock up of digital screen advertising Innagen. The text says 'replicating nature at scale' with a line drawing that is inspired by cells. Screen is light green in colour. Mock up of Innagen business card. The front uses the Innagen logo against dark brand colours, whilst the front shows name, job title and key information in Innagen brand font.
A sleek, modern three-panel design with a dark green background. The left panel features soft, flowing white fibers and the text “Overcoming limitations for both people and the planet.” The center panel has a technical line drawing of a bioreactor on a pale green background, labeled “Meet our Bioreactor.” The right panel mirrors the left with similar fiber textures and contains the heading “Expansion & maturation” along with a description of cell growth. The overall design uses clean typography, muted earth tones, and scientific imagery to convey innovation and sustainability.
Open magazine spread with clean, minimal design. The layout uses a soft pastel green background and structured grid alignment for a contemporary, scientific aesthetic.

Simplifying complexity

With such a complex technology, our challenge was to simplify it — not just to make it understandable, but to make it visually compelling.

Science with a human touch


We introduced a graphic device inspired by how cells grow. A subtle rounding of sharp corners helps things to feel more organic and natural, providing a gentle contrast with some of the more technical elements of the brand toolkit, such as the line-based illustrations. The result is a design system that feels alive — grounded in science, but human in tone.

Image is a photograph of Nathalie Crease

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