Aleph Farms, a food technology company designing new ways to grow quality animal products, recently announced the launch of its first product brand, Aleph Cuts. Under the Aleph Cuts brand, the company will market its first product, the Petit Steak, a quality cultivated steak anticipated to launch in Singapore and Israel later this year, pending regulatory approvals.
What is the market offering of the Aleph Cuts Brand?
Developed in partnership with brand and experience design agency, BOND, this branding initiative distinguishes Aleph Farms’ products and builds momentum ahead of the commercialization and subsequent engagement with their customers and end consumers.
Visual identities for Aleph Farms and Aleph Cuts are part of a system designed to support the scale of Aleph Farms’ growing product portfolio. The brands are related through visual elements like the wordmark, icon, and color palette but evoke different aspects of the ethos.
Aleph Farms is more pragmatic and focuses on tech and innovation, while Aleph Cuts is more emotional and focuses on educating about the product, celebrating culture through food. They share a new icon inspired by the previous ox head symbol, reflected in the letter A in Aleph but flipped, creating a mirror effect that compels the viewers to see familiar things in a new way.
What is Aleph Farms doing to establish this new brand?
Aleph Farms is working with regulatory agencies worldwide as it prepares for the commercial launch of its first product under the Aleph Cuts brand, the Petit Steak grown from non-modified cells of a premium Angus cow. As with all its products, there is no slaughter involved in production; instead, from a single fertilized egg, Aleph Farms can grow tons of cultivated meat, serving as part of a just and inclusive transition to sustainable and secure food systems.
Using a ‘Whole Animal’ approach by which they plan to produce various cuts of steak and other products based on animal cells like cultivated collagen, through added proprietary capabilities.
What did the executives have to say about Aleph Cuts?
“With the launch of Aleph Cuts, we are introducing our product through an epicurean lens to connect people to our incredible ‘new take on steak,’ sharing what this choice means in an engaging and authentic way. Iconic brands aren’t built overnight or by one person or team. We look forward to co-creating our brand over time with consumers, so that we can best serve their ever-evolving needs,” said Nicky Quinn, Vice President of Marketing at Aleph Farms.
“We set out to create a brand that reflects the innovative Aleph Farms team we got to know. A system that welcomed everyone to this new way of thinking about what and how we eat. We took inspiration from something universal, the food we eat daily, and the visionary Aleph Farms’ processes and passion,” said Lindsay Gravette, Creative Director and Partner at BOND.
“The result is a pair of related brands that express the practical and exceptional, bringing cultivated meat and cellular agriculture to the world.” Lindsay Gravette oversaw the project.
