Food, no matter the type, from raw ingredients to proteins and snacks, is fundamental. It is a core aspect of human existence. The food sector is naturally divided into various subcategories: proteins, dairy products, vegetables and fruits, breads… the list goes on. Each category has been conceptualised into design conventions to fit the fast-moving consumer goods sector, traditionally dominated by international giant corporations.

For example, eye-popping visuals are typically associated with sweets to attract attention and convey indulgence, while the dominant red used for meat products signifies boldness and vitality. Over time, each food category has gradually established its own imaginary boundaries for how a brand should look and feel, creating a set of visual and thematic norms that consumers have come to recognise and expect. These design conventions help consumers navigate the diverse food landscape, making it easier to identify and choose products based on their preferences and needs.

Despite FMCG brand giants shaping these design norms, the advent of food-tech startups is introducing a visual shake-up to the sector. Not only do they bring a promise of revolutionising the nature of food itself but they also have a unique opportunity to challenge and innovate its creative aspects.

Find the middle ground

Utilise conventions to create a sense of familiarity with your audience while constantly (yet gradually) challenging the limits to build a differentiated brand that stands out against the competition, especially on store shelves. It's important to maintain this categorisation, which is so vital in the food sector. On the other hand, the innovative approach of food-tech startups has created products that scream "I'm unique," but can sometimes cause confusion by ignoring industry norms. As we all know, good branding work cannot happen in isolation.

Aleph Farms' brand and its cultivated steaks demonstrate this well. They maintain the strong imagery associated with traditional store-bought packaged meat to resonate with consumers increasingly seeking novelty and authenticity. Besides visuals, naming plays a key role in communicating the right signal about the category, which is so important for consumers. While it may seem trivial, using a familiar name in the brand name can achieve this, while also carrying the innovative brand promise. This approach can be seen in widely known brands like Beyond Meat and more.

This tendency of new, bold, and interesting brands in more traditional industries is also evident in other sectors, such as fintech, which shares many synergies with the food sector. Brilliant startups like Wise and Klarna have introduced new visual languages while retaining familiar elements to avoid confusion and enhance clarity in their offerings.

Celebrate the nuances

Food-tech startups are much more than providing an immediate alternative tech solution. It’s about telling a story of how all aspects of life can be positively and dramatically changed in terms of environmental and social impact. These key value propositions can and should play a central role in branding, aligning with the growing consumer interest in these areas.

This approach is precisely what we implemented during Resugar’s rebrand. Resugar has developed the first natural, 1:1 sugar substitute that tastes and behaves like real sugar, designed for global manufacturers. Facing the dual challenges of potential market scepticism and increasing competition, we knew we needed to build a new brand on a broader foundation of trust, innovation, and sustainability.

While it draws inspiration from the structural essence of sugar itself, we incorporated imagery elements from nature, technological environments, and confectionary delights, reflecting both its scientific and environmental ethos. This eclectic mix was designed to illustrate the comprehensive impact of Resugar on the food industry, environment, and everyday life, portraying a holistic ecosystem centred around innovation, social responsibility, and environmental stewardship. That results in a brand that stands out in the competition yet communicates trust by leveraging familiarity with traditional sugar, making it both innovative and reassuring to consumers.

Like in cooking, branding is all about finding the perfect harmony. When it comes to startup brand-building, it’s about balancing the desire to build a bold, standout brand with the need to adhere to conventions. This balance is key to resonating with consumers and delivering the trust they seek. Keep the bigger picture and long-term outcomes of the startup as your overarching guidelines throughout the entire branding process. Ensure that branding is not done in isolation but rather with a holistic approach that integrates innovation, industry conventions, and consumer trust to create a sustainable and impactful brand.