The plant-based food company partnered with London-based design agency Kuba & Friends on the rebrand, which includes a new typeface and cloud scene visual element.
With the rebrand, THIS aimed to reflect its commitment to producing “innovative, delicious plant-based food”.
The new look retains the visual of a hand holding a fork, but the location of the trademark on the THIS logo has been moved.
With listings in most major retailers in the UK including Sainsbury’s and Tesco, THIS manufactures a range of meat-free alternatives to pork, beef, chicken and lamb products.
‘Bold step forward’
“We wanted a change, and THIS changes everything,” quipped CEO Mark Cuddigan.
“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.”
THIS decided to partner with Kuba & Friends after the agency gained recognition for its work across the plant-based category.
“Nothing about THIS™ is conventional, from its name, consistently award winning products, or its joyfully irreverent personality,” commented founder Kuba Wieczorek.
“Our job was to create a unique design that reflected all of that. A beacon for change. It’s been a privilege to rebrand THIS™, capturing the unconventional, joy and irreverent humour of a business that is serious about changing the world for good.”
THIS has also teamed up with agencies Reed Words and St Luke’s to update its tone of voice and create a new brand line – THIS™ CHANGES EVERYTHING*, *about plant-based food.
The line will sit at the heart of a brand relaunch campaign set to take place in 2025, alongside a refresh of the firm’s website and social media channels.
