Print-Based Ad Campaign
Beyond Meat: The Master of Disguise
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Beyond Meat wanted consumers to make them the go-to brand for replacing meat in their diet by showing that they taste just like (or even better than) the different varieties of beef, pork, and chicken that are on the market or if they just want a healthier alternative to work into their diets.
I wanted to appeal to a large age range: from teens to the elderly using humor to catch their attention and make them aware and intrigued by the Beyond Meat brand. I went with a spy theme as a way to say that consumers won’t be able to tell the difference and used a type style that reflected that. I went with a dark green to add some mystery while sticking with a color palette similar to the brand. I wanted to highlight the 3 main varieties of meat replacements they offer and used the vegetable that is the base for the product as the background.
