In a strategic move to enhance its market presence, the plant-based food company has collaborated with London-based design agency Kuba & Friends for a comprehensive rebrand. This rebranding initiative features a new typeface alongside a visually captivating cloud scene element.
With the rebrand, THIS aims to embody its commitment to delivering “innovative, delicious plant-based food.” The refreshed look preserves the iconic image of a hand holding a fork, while strategically repositioning the trademark within the THIS logo.
Currently, THIS boasts a presence in major UK retailers, including Sainsbury’s and Tesco. The company specializes in manufacturing a wide array of meat-free alternatives to traditional pork, beef, chicken, and lamb products.
‘Bold step forward’
“We wanted a change, and THIS changes everything,” remarked 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.”
To execute this vision, THIS chose to partner with Kuba & Friends after the agency gained acclaim for its impactful work in the plant-based sector.
“Nothing about THIS™ is conventional, from its name, consistently award-winning products, or its joyfully irreverent personality,” explained 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 humor of a business that is serious about changing the world for good.”
Additionally, THIS has collaborated with agencies Reed Words and St Luke’s to refine its tone of voice and establish a new brand tagline – THIS™ CHANGES EVERYTHING*, *about plant-based food.
This tagline will be central to a brand relaunch campaign set for 2025, coinciding with a comprehensive update of the company’s website and social media platforms.
