This unveils major brand refresh and redesign

This has launched a major redesign to its brand identity with new packaging and logo.

The plant-based food company has redesigned its packaging, built on the existing company logo, launched a typeface and created a cloud scene visual element.

The refresh aims to reflect the brand’s continued commitment to make innovative delicious plant-based food and evolve the “cheeky and irreverent tone of voice” into a look and feel that is distinctive and recognisable.

The signature This hand holding a fork logo has remained central. However, it has been evolved to be more consistent on packaging, and across all touchpoints.

The trademark symbol now appears within the S of the brand name, while the typeface has remained the same.

On pack, a blue sky and cloud scene has been added to show a new dawn for plant-based food, and “how heavenly our products really are”.

The meal shots have been replaced by product close-ups, placing the food front and centre.

“We wanted a change, and This changes everything,” said Mark Cuddigan, CEO at This. “Our tone of voice has always been fun and cheeky, but visually we needed to stand out more.

“With this refresh, we’re not just updating our look – we’re taking a bold step forward, as we continue to lead a food revolution with our ridiculously delicious and nutritious plant-based food.”

Read more: A new dawn for plant-based: category report 2024

The brand worked with Kuba & Friends to create a brand that mirrors the business’ mission to disrupt the food industry with its products and explore new formats and partnerships that have never been done before.

The updated design brought a cohesive and modern look across the range of products, the brand said.

“Nothing about This is conventional,” said Kuba Wieczorek, founder at Kuba & Friends. “From its name, consistently award-winning products, or its joyfully irreverent personality. Our job was to create a unique design that reflected all of that. A beacon for change.”

The brand has also partnered with agency Reed Words to update its tone of voice and with creative agency St Luke’s to develop its new brand line ‘This Changes Everything*, *about plant-based food”, which it said served as a statement of intent for the brand to lead the category, in changing the way people think about and experience plant-based food.

This will sit at the heart of a brand launch campaign in 2025.

In addition to the packaging redesign, This is also working on a website and social media refresh.

The full brand updates are set to roll out in the new year. As part of a phased approach, both the new and current branding may appear on products in stores during the transition, which will take place over the first few months of 2025.

Read more: Alt-meat brand This losses continue as it pushes for profitability