UPSIDE FOODS stands at the forefront of the bio-tech industry, pioneering cell-cultivated meat. We infused Upside’s science with their optimistic vision of a brighter, healthier future through compelling visual storytelling, photography, and design.

Our partnership aimed to bridge the gap between complex scientific concepts and their target audience—meat lovers concerned about their impact. We didn't just communicate the science; we embedded it into Upside's promise to the world: that eating meat can not only be delicious but also humane and safe.

Through strategic visual narratives, we seamlessly transitioned their rebrand from Memphis Meats to Upside Foods: by employing vibrant and bold colors we conveyed optimism and by incorporating honest ingredients and fresh textures, we emphasized their focus on healing our communities and the planet through their proprietary product.

Team: Creative direction and photography - Kim Van Liefferinge & Hanh Nguyen / Food styling: Kristene Loayza