Eat Meati™

Animal-free proteins have been sold for decades, but Meati is a new food entirely that’s made from MushroomRoot™. As a result, its packaging has several goals: to not only be enticing, but to quickly establish what Meati is.



From the moment a consumer picks up a package of Meati, it’s made clear that Meati is natural and nutritious. The color palette and fonts used evoke an energizing feeling and connection to nature through warm oranges and yellows , creating an inviting and comforting feeling that is then underscored by the smiling sun (whose rays also look like the structure of MushroomRoot) in the corner of each package.



This contrasts with often cooler color palettes for other alternative protein brands, which offer a more modern and perhaps overenthusiastic brand to try and encourage adoption. Though Meati does use the common color of green to convey that the product is natural, its earthier shade is used as a contrast to draw the eye to the nutritional values on the front side of each product’s package, telling consumers that the product is not only a good source of protein, but it is rich in fiber and other nutrients as well.



Rather than use terms like vegan, the front of each Meati package denotes it as “animal-free.” The company has found that 64% of self-identified carnivores and 80% of self-identified flexitarians would eat less meat if there were better options, with about 50% of the general population actively seeking ways to reduce meat consumption. Consequently, using the “animal-free” terminology makes it clear that this product isn’t just for vegetarians and vegans — it’s for anyone and everyone who is looking to reduce their meat consumption for whatever reason.



On the back of the package, Meati re-emphasizes all of these traits and also introduces the tagline of “Good Energy.” This shorthand encompasses everything that Meati is: nutritious, delicious, and natural.



Meati is for everyone. From the product to the packaging, it’s designed to make consumers feel good about putting it into their carts.