INCOGMEATO
Standing out in the exploding 2019 plant-based “just like meat” category was tough, especially because the market was already overflowing with machismo and synonymous brands like Beyond, Impossible, and Awesome.
Enter, Incogmeato by MorningStar Farms: a brand built to bring a friendly and fresh plant-based perspective to the table. From name to mascots in disguise, Incogmeato doesn’t take itself too seriously – it’s a chicken in a mustache! But it is serious about great taste.
ROLE
Designer
TEAM
Design B&B
Liz Lovasco
INCOGMEATO
A name so ridiculous it just might be brilliant? When Design B&B was charged with naming Kellogg’s entry into the just-like-meat space, we knew we needed to zig while every other brand zagged.
Memorable and catchy? Definitely. Cheesy and absurd? Maybe. The reception to the name was polarizing – and that’s why it worked. “Incogmeato” naturally lent itself to a rich visual expression and tongue-in-cheek messaging.
