Imby

Awareness of insect- or plant-based pet food was limited, even among us. The workshops and conversations with the Imby team revealed the potential for business success and the added value for the planet. Imby wants to take livestock out of the equation and cut the massive methane emissions of meat consumption. Its recipes are based on plants and insects. Switching from traditional meat meals to a low-CO2 alternative would not immediately appeal to a wide audience, though. In this start-up phase we therefore focused on a young, informed and involved demographic. Imby also wants to sell products. As awareness grows, the brand will too.

Total transparency builds trust, so we chose a thousand words instead of one picture. This typographic approach is supported by Good Boy Sans, a custom typeface that links clear form to authentic charm. Icons in the copy reward attentive readers and express the brand's personality. Many brands put an adorable dog or a cartoon pet centre stage. We made Imby's mission the eyecatcher in the (web)shop instead. For the webshop, we analysed various ecommerce platforms to see where we could add our own technical and visual ideas without complicating the checkout flow. Subscriptions are key for recurrent business, so we paid special attention to features that support a long-term commitment.

We made a brand identity built on typography, with the custom typeface Good Boy Sans and a set of icons. The packaging is stripped down to its essence and evokes purity and sincerity. Bright colours bring positivity: red for insect recipes, green for plant-based meals. The webshop is where restoring the planet and return on investment meet. Its primary keyword is testing. The identity also runs through applications from posts to posters. Some are in use, some are still in development. Each one carries a genuine message and is founded on substance.