The design relaunch of Beyond Meat

Beyond "Free From"

Redesign von "Beyond Meat"

Fortunately, plant-based diets no longer need to prove their "sensible" nature; instead, they represent enjoyment and a natural part of life. This trend is increasingly reflected in packaging design. The Beyond Meat relaunch perfectly illustrates this point:

👉 More Branding

The enlarged logo has a better long-range effect – this makes sense for a brand whose awareness is constantly growing.

Integrating the icon into the word logo makes the whole thing appear more compact and less "stacked" - creating space for the larger, more confident image.

👉 More Indulgence

The design relaunch focuses on an appetizing, ready-to-serve product image – which makes sense, since taste is the most important factor in purchasing decisions. However, the way the minced meat is presented takes some getting used to for me...:

👉 More freshness

The new, broad grass green is not only more eye-catching than the old dark green, but also looks more natural and fresh – and supports the plant-based product world.

👉 Better hierarchy

Previously: very text-heavy design with many claims – the product was rather secondary.

Now: a clear focus on enjoyment, supplemented by essential information. Neatly prioritized, with a clear main benefit at its core. This makes it easier to find what you're looking for on the shelf.

What I wonder, though, is:

The uniform color scheme for the brand name and product name makes it less immediately clear to less experienced viewers what the brand is actually called. The previous two-tone design offered better orientation. Do you agree?

Incidentally, according to independent research by Designalytics , the new packaging design ranks among the top 5% of over 1,700 redesigns – across all industries. Applause to the agency responsible for the successful design relaunch!

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#integritydesignhamburg #brandtransformation #BrandStrategy #PackagingDesign #redesign

LinkedIn Post: December 3rd, 2025 by Katja Wagner