Aleph Farms

Turning steak on its head

Aleph Farms

Contributions

Brand Identity, Digital Design, Brand Voice

Industry

Food Tech, Food & Beverages, Green Tech

The world’s first cultivated steaks grown from the cells of Lucy, an Angus cow happily living in California, is the short version of what Aleph Farms is here to deliver. To get there, the brand synthesized knowledge from the seemingly opposing categories of traditional food preparation and cutting-edge tech. When Aleph asked us to create not just their parent brand, Aleph Farms, but their first product brand, Aleph Cuts, we knew we’d have to whip up an innovative new recipe all our own—and one that could encapsulate both the strong and subtle flavors of both brands.

Photography by Julia Stotz

A new brand that harnesses Aleph Farms’ creativity, innovation, and tradition to create impactful solutions for a better future.

Writing is the foundation of modern civilization—and Aleph is the first letter of one of humanity’s oldest writing systems, represented by an ox. Early civilization also relied heavily on agriculture and the domestication of animals. Today, this new era of cellular agriculture brings us to a new way of eating and living. The name Aleph Farms connects us to the very roots of civilization, as we honor traditions and evolve them to meet the needs of modern society.

Our symbol illustrates the story of our name, our mission to turn food on its head, and the innovation of our products.

To create the Aleph logo, we flipped the first letter of the alphabet to (re)create an ox. The action of “flipping” lays the foundation for the rest of the identity, allowing us to highlight all the ways that Aleph flips expectation, using motion, photography, copy, and more. Strategically, the ox head symbol becomes a sort of cattle brand or trademark that can be used anywhere and everywhere, signifying the way Aleph products can seamlessly integrate into everyday meal settings.

Both visuals and voice were adjusted between the two brands to speak to distinct audiences: Aleph Farms represents its place as cellular agriculture leaders while Aleph Cuts addresses an exclusive, adventurous tastemaker audience.

Aleph Farms and Aleph Cuts are two distinctly different brands within the same family.

As the parent brand, Aleph Farms embodies the larger, mission-based origins of the company. We used straightforward type, a minimized color palette and a mix of editorial and lifestyle imagery to bring it to life.

Aleph Cuts is the first product released under the parent brand, embodying flavor, excitement and desire, as expressed through color, typographic play and editorial food imagery.

“We had a wonderful experience working with BOND. They embody everything you could ask for in a creative partner — a blend of camaraderie, empathy, and professionalism. Branding and design is their love language, as they are able to distill complex ideas into clear, concise strategies and deliver top-notch creative solutions that truly shine.”

Nicky Quinn

VP Marketing, Aleph Farms