Aleph Farms poised to debut “new take on steak” in Singapore and Israel
20 Apr 2023 --- Aleph Farms is launching its first product brand, Aleph Cuts. The Petit Steak, the world’s first cultivated steak grown from non-modified cells of a premium Angus cow is anticipated to launch in Singapore and Israel later this year, pending regulatory approvals.
Aleph Farms has kick started a branding initiative designed to distinguish its products and build momentum ahead of commercialization and subsequent engagement with customers and end consumers, says the Israel-based food tech company.
“With the launch of Aleph Cuts, we are introducing our product through an epicurean lens to connect people to our incredible ‘new take on steak,’ sharing what this choice means engagingly and authentically,” explains Nicky Quinn, VP of marketing at Aleph Farms.
“Iconic brands aren’t built overnight or by one person or team. We look forward to co-creating our brand over time with consumers, so we can best serve their evolving needs.”
Trying to build an iconic brand
The visual identities for Aleph Farms and Aleph Cuts are part of a unified system designed to support the scale of Aleph Farms’ growing product portfolio.
The brands are related through visual elements such as the wordmark, icon and color palette but evoke different aspects of the Aleph ethos: Aleph Farms is more pragmatic and focuses on technology and innovation. At the same time, Aleph Cuts is more emotional and focuses on educating about the product and celebrating culture through the lens of food.
They share a new icon inspired by the company’s previous ox head symbol, reflected in the letter A in Aleph but flipped, creating a mirror effect that compels the viewer to see familiar things in a new way.
“We set out to create a brand that reflects the innovative Aleph Farms team we got to know. A system that welcomed everyone to this new way of thinking about what and how we eat. We took inspiration from something universal, the daily food and the visionary Aleph Farms’ processes and passion,” adds Lindsay Gravette, creative director and design partner at Bond.
“The result is a pair of brands that express the practical and exceptional, bringing cultivated meat and cellular agriculture to the world.”
Maximizing its no-slaughter ethos
Aleph Farms is working closely with regulatory agencies worldwide as it prepares for the commercial launch. As with all its products, there is no slaughter involved in production. Instead, Aleph Farms can grow thousands of tons of cultivated meat from a single fertilized egg.
The company also has a “Whole Animal” approach by which it plans to produce different cuts of steak and other products based on animal cells, such as cultivated collagen, through additional proprietary capabilities.
Last month, FoodIngredientsFirst reported on several developments in the cultivated meat space promising to drive scalability, considered one of the biggest roadblocks holding back mass production and commercialization of cell-based meat.
Aleph Farms is set to increase production capacities by acquiring VBL Therapeutics Facility and a partnership with ESCO Aster.
This month, the Israeli innovator joined the UN’s Global Compact, a voluntary leadership platform for developing, implementing and disclosing responsible business practices.
By Elizabeth Green
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