Impossible Foods

We had the pleasure of helping Impossible debut their new brand identity at Expo West. We designed a 50’x 30’ booth that transported people into a classic butcher shop, complete with refrigerated deli cases housing its plant-based products in the new red packaging, along with iconography and signage that was inspired by hand-painted market and butcher signs. Impossible's new brand palette, which mirrors the progression of a burger's cooking stages (rare, medium, well-done, and charred), was also used throughout the space. Nearly 31,000 samples were handed out over the course of four days.