Impossible
Impossible is an industry-leading food-tech startup that makes delicious, nutritious meat from plants – with a much smaller environmental footprint than meat from animals. The company's mission is to make the global food system sustainable by eliminating the need for animal agriculture by 2035. Our in house team took the colorful, bold, and disruptive brand and constantly evolved it, partially to outrun imitators, mostly to maintain our lead as the loudest, most delicious advocate for the planet.
In my time there from 2017-2021 I rose from junior designer to senior designer and worked on a whole lot of everything from run the business and B2B, to campaigns and content.
Illustrations, Hand Lettering, and Pattern
Because we were a small and scrappy team we didn’t always have time for fancy shoots, so we leaned hard into hand drawn elements and characters to convey our bold brand and tell our story.
CD Giselle Guerrero
Baby Heme
People were curious about what's in Impossible Burgers. So we made a video explaining the ingredients, including "Heme" which makes them taste like meat. We even created a popular mascot named Baby Heme! There's even Baby Heme stuffed animals and socks, and it has its own Instagram account.
CD Giselle Guerrero
heme
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the magic ingredient
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heme . ݁₊ ⊹ . ݁˖ . ݁ the magic ingredient . ݁₊ ⊹ . ݁˖ . ݁
grandma's house
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retail launch
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grandma's house ♡ retail launch ♡
Grandma’s House
Who’s the best cook at home? Grandma is of course. It only made sense to have our favorite grandma’s cooking the Impossible™ Burger to celebrate our first retail launch in the USA. We had a 3 day activation in Los Angeles, CA called Grandma’s House where we hosted 20+ diverse grandma’s to share their culinary wisdom and favorite dishes made with Impossible. We had our main grandma, Pepper Thai, host day one which naturally led to her daughter Chrissy Tiegen and John Legend getting on stage and celebrating with us.
CD Giselle Guerrero
Impossible x Wu-Tang Clan
To celebrate Impossible’s Nationwide launch of its plant-based $1.99 Impossible Sliders at White Castle, we collaborated with Wu-Tang Clan to debut a four-part online series entitled, Wu-Tang In Space Eating Impossible™ Sliders.
This four-part series stars RZA, GZA and Ghostface Killah as they orbit Earth on the "Wu-F-O" and eat White Castle's new Impossible Sliders while answering real fan questions submitted through voicemails left at 1-833-4-SLIDER, which we teased out on IG before launch.
CD Giselle Guerrero
AD Karina Korol and Kali Adams
