Overview: New Age Eats is one of the emerging companies creating cultured meat and this packaging for its sub-brand Betterwurst extends the brand’s reach to a broader audience.

Problem: Cultured meat is on the new frontier of sourcing food that has a sustainable impact on the planet. As these products move forward in the market, the most apprehensive demographic will be Baby Boomers. How might we create a sub-brand for New Age Eats that adheres to its parent brand while targeting a new demographic? 

Constraint: It was important for us to utilize sustainable packaging for this product. We created our own Mycelium mushroom trays for the packaging using Ecovative, a company that provides Mycelium mushroom technology to grow and build custom compostable products.

Solution: This eco-friendly packaging for Betterwurst captures the familiarity, trustworthiness, and quality associated with local butcheries while staying within the parent brand and Baby Boomers will have positive associations with visuals that look like a local butcher shop.

To view my process, click here.