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Better Origin
Better Origin
Better Origin

The Challenge

One third of all food produced each year is wasted, yet food supply will need to grow 70% by 2050 to meet the needs of a growing population. Formed out of Cambridge University, Better Origin have created a unique insect based biosystems that can fix these problems; turning waste into valuable natural resources. They needed a brand that reflected not just their process, but their purpose – as well as the long-term positive impact potential of biotech as a weapon against


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Strategy

We developed a brand strategy that championed Better Origin as ‘the missing link in a broken food chain’. 


Crucially, the brand needed to appeal both tech investors, and large, change-focused food groups, such as Whole 

Foods and Waitrose. We achieved this by shunning the design tropes of sustainable and agricultural organisations, 

and instead presenting the brand as a leading edge


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Look & feel

The identity is tech focused and serious, with a purposeful aesthetic. Bold typography, streamlined iconography and an 

         understated pallet help to create an impression of power, credibility and immense potential.


Logo design

The logo is based around a customised version of the brand’s headline typeface: Styrene A from Commercial Type. 

By combining hard, mechanical edges with organic curves, it references the way in which Better Origin combines 

science and nature. The Origin Icon is a visual shorthand for the key themes at the heart of Better Origin. 

It represents the cyclical nature of the food system and can be repeated to create a linking chain as well as be a 

container for information and



"Ascend Studio understood the complexities of our work and scope of our ambition. They helped us identify 

fundamental truths, and took us through a journey helping us crystallise our vision. We now have a 

commercially viable brand founded on purpose, and a clear proposition which is opening the right doors. 

They have been inspiring to work with; a brilliant balance of strategic thinking and fresh, creative output. 

I believe that this is what makes Ascend one of the leading brand strategy studios in the UK

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沐藏宝(上海)广告有限公司
MuCangBao (Shanghai) Advertising Co.
上海市徐汇区湖南路328号
沐藏宝(上海)广告有限公司<br>3/F, 819 Nanjing West Road, <br>Jing'an District, Shanghai
info@mu-creative.cn / 021-31396680
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