Innagen

Launching a new brand and website for world-first tech 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 hollow fibre bioreactor 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 Environment 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

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.

With such a complex technology, our challenge was to simplify it so it was not just understandable but also visually appealing. The use of hollow fibres is what sets the technology apart, so we designed a key visual that heroed flowing tubes in a way that felt both scientific, but also modern and premium. Adding a grain and depth of field to reference the way you might view things through a microscope. Additionally, we employed a graphic device inspired by the growth of the cells themselves. A subtle rounding of sharp corners – to make things more organic, natural, and to contrast with some of the more technical parts of the toolkit such as the line-based illustrations.

Design System