Beyond Meat

Beyond Meat’s identity leads with a bold, condensed sans-serif wordmark in Beyond Green (#00573F), set against a matte black background that dominates the brand’s packaging. The green colour carries the entire plant-based narrative without the need for leaf icons or nature imagery, while the black field positions the product in the protein aisle rather than the health-food section. The 2019 identity refinement accompanied the company’s IPO and retail expansion, sharpening the mark for high-visibility placement in mainstream grocery environments.

Logo history

Founded by Ethan Brown in 2009, Beyond Meat initially used a more literal visual approach with plant and earth imagery. As the brand moved from niche health food stores into mainstream supermarket meat cases, the identity evolved toward the bolder, more graphic mark used today. The 2019 update simplified the visual system to the green-on-black wordmark, creating a clean, confident identity suited to the brand’s ambition of competing directly with conventional meat products rather than occupying a vegetarian subcategory.

Design philosophy

The decision to place Beyond Meat packaging in the meat aisle rather than the vegetarian section was a strategic choice that the visual identity had to support. The matte black packaging and condensed, muscular typeface borrow visual codes from premium meat products and sports nutrition rather than from organic or health-food branding. Beyond Green provides the necessary plant-based signifier without softening the mark’s assertive tone. The result is a visual identity that appeals to flexitarian and meat-eating consumers alongside committed vegans.

Brand identity

The green-and-black system extends across Beyond Burger, Beyond Sausage, Beyond Chicken, and the brand’s expanding product lineup. Packaging uses consistent black backgrounds with green typography and appetite-appealing food photography, maintaining shelf coherence across protein categories. The brand’s marketing materials and digital presence continue the bold, high-contrast approach, with the wordmark serving as the primary identifier in a category where product innovation moves faster than visual branding.