Plant-based company This has launched a brand refresh with redesigned packaging to reflect its continued commitment to food innovation and help it stand out in a competitive market.

The new brand identity, created in partnership with design agency Kuba & Friends, will see the signature This hand holding a fork logo remaining central, however, it has evolved to be more consistent on packaging and across all touchpoints.

The trademark now appears within the ‘S’ of the brand name and the typeface remains the same, while on pack, a blue sky and cloud scene has been added, symbolising “a new dawn in plant-based food”, according to This.

Meanwhile, the meal shots have been replaced by product close-ups, placing the food front and centre.

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This CEO Mark Cuddigan said: “We wanted a change, and This changes everything. Our tone of voice has always been fun and cheeky, but visually we needed to stand out more.

“With this refresh, we’re not just updating our look – we’re taking a bold step forward, as we continue to lead a food revolution with our ridiculously delicious and nutritious plant-based food.”

The brand has also teamed up with agency Reed Words to update its tone of voice, and with creative agency St Luke’s to develop its new brand line ‘This changes everything*, *about plant-based food’. It serves as a statement of intent for the company to lead the category, in changing the way people think about and experience plant-based food.

In addition to the packaging redesign, This is also working on a website and social media refresh.

The full rebrand updates are set to roll out in the new year and as part of a phased approach, both the new and current branding may appear on products in stores during the transition which will take place over the first few months of 2025.