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

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