Fork & Good

Mother Design Rebrands Fork & Good, a leader in the Cultivated Meat Industry

People love meat, but hate the way it is sourced. These days meat-eaters are seeking better choices that are more ethical and sustainable for both their health and the planet. Cultivated meat—despite a competitive market and longstanding place in the sustainable food conversation—lives in a brand category that, at present, is largely notional. Although labs and restaurants have experimented with high-priced cultivated meat prototypes, barriers like cost-effectiveness, scalability, and cultural skepticism have largely kept lab-grown meat products from gaining any sort of traction in the mainstream.

Meet Fork & Good, a company that is pioneering the way meat is cultivated at scale and paving the path forward for a completely new industry to thrive. With a primary focus on ground pork—the most consumed animal protein on Earth—Fork & Good mainly partners with food trucks and fast casual establishments, with offerings that include tacos, dumplings, gyoza, meatballs, and more of the world’s most universally loved cuisines. Fork & Good’s mission is to create a future where everyone, anywhere can enjoy the best of meat.

Created by Mother Design, the company’s new identity encapsulates the idea of infinite possibilities and accessibility for any cuisine, all meals – any Fork, all Good. The new ID will live on the company’s website, packaging, social media channels, new office, and lab (wall signage and lab coats).

Elements of the rebrand include:

Wordmark & Logo: Mother Design studied brands with mass appeal and found inspiration in traditional butcher shop signage. The curvature of the mark emulates the characteristic cutout in its new “Smiley Fork” logo, and both curve and cutout “smile” express living, dynamic variations in both motion and static use cases.
Graphic Language: What’s more, the same cutout informs the “bowl” device in its graphic system—the two-dimensional container for scrumptious meal variations photographed in high contrast—and, paired with chopsticks found in the negative space between the fork’s tines, further represents the universality inherent to the brand’s DNA.
Type System: The brand typeface was chosen to emulate the weight and curves of the “Smiley Fork” logo. The negative space in the characters, notably that of the lowercase e, reinforce the smile shape found in the logo, wordmark, and the “bowl” graphic device. Additionally, the typeface is built on a geometric skeleton which reinforces the universality of the brand.
Color Palette: A vibrant color palette of bright red, cool dijon, deep eggplant, and other delicious tones that are appetizing and timeless.
Art Direction: The system is rounded out by repetitive, food-wrapper-like patterns and appetizing product photography.
Motion Toolkit: Motion is applied across the brand assets and typography in a subtly charming and approachable manner.
Website: https://forkandgood.com/

Mark Sloan, Head of Mother Design, said: “Food is a fundamental part of our shared experience on this planet; it has the power to sustain us, bring us together and impact our culture. We’re living in an age of staggering population growth, and since we’re intelligent beings who recognize the finite nature of our ecosystem, we’re constantly trying to figure out better ways to feed ourselves. The amazing minds at Fork & Good have cracked the code, and are creating remarkable products which honor the role meat plays in our lives, but also honor the lives of animals. The team at Mother Design is incredibly proud to have collaborated with them on their new visual identity, and we’re looking forward to partnering with them as they continue to define a burgeoning industry.”