Impossible Meateasy

Agency: Wieden+Kennedy
Design Lead: Brad Simon

Other Designers: Sarah Hollowood, Bianca Hansrote

I worked as part of a team to brand a pop-up “Meateasy” for Impossible Foods in Chicago. We created a simple branding system for two fictitious, opposing groups: the Chicago Sausage Guild and a secret-society-inspired underground burger group.

The Meateay brand was based around imagery of secret societies and was meant to evoke the feeling of the 1920s.

We concepted a variety of collateral in order to build the fictitious world, including but not limited to stamped butcher packs containing t-shirts, secret coins, and menus.

Impossible Meateasy

I worked as part of a team to brand a pop-up “Meateasy” for Impossible Foods in Chicago. We created a simple branding system for two fictitious, opposing groups: the Chicago Sausage Guild and a secret-society-inspired underground burger group.

I’m a brand designer, illustrator and art director. I appreciate simplicity, honesty, craft, and most importantly, work that has an imperfect human quality to it. I thrive when working within complex brand systems and have an interest in strategy and writing.