New Logo, Identity, and Packaging for Impossible Foods by Jones Knowles Ritchie and In-house

Established in 2011, Impossible Foods is the fastest growing plant-based company in the United States, developing plant-based substitutes for meat products. Founded by Patrick Brown MD, PhD (Stanford Professor Emeritus) and overall smart guy, who saw the use of animals to produce food as one of the world’s largest environmental problems and got to the bottom of why meat smells, handles, cooks and tastes like meat, finding the answer in heme, an iron-containing molecule, so he set out to recreate it through plants. In 2016, the company launched its first product, the Impossible Burger, partnering with Burger King in 2019 to introduce it to the masses, leading to a fairly universal approval that, like most plant-based meats it not only didn’t suck but it was actually good. Making