PRIME ROOTS IS MADE BY MEAT EATERS
AT PRIME ROOTS, WE WANT TO CELEBRATE THE CULTURE OF MEAT. WE LOVE EATING IT, BUT FOR THE SAKE OF THE PLANET, KNOW THERE HAS TO BE A BETTER WAY.
In a peak life stage of experimentation – their journey through UC Berkeley – founders Kim and Josh were well aware of our climate crisis, but felt completely powerless against the enormous industries that supported it. Eventually, they realized the one thing they could control: the meat they ate every day.
After determining what makes meat, meat (the familiar texture and rich umami), Kim and Josh found a foundation in koji. From that moment, they dreamed of walking into the grocery store and seeing an entire deli case filled with Koji Meats.
When it comes to a plant-based diet, Prime Roots gets to the meat of the matter. Through the innovative use of koji and the power of fermentation, they’ve replicated the taste and texture of meat without incurring any of the environmental costs of animal proteins. Prime Roots is made by meat-eaters who, like all of us, want to do a little bit better with the food we consume.
The catalyst for Prime Roots branding was a philosophical one. Not so much a shift in values, but a shift in what our clients wanted to communicate to the world. As meat eaters, our clients were simply looking for a meat alternative that wasn’t highly processed, pumped with additives, and most importantly, tasted like meat. We worked with our clients to reimagine their previous “futuristic look” into the premium, nostalgic, meat-centric brand that’s heavily inspired by a classic deli that just so happens to care about the planet.
Creative Agency: Saint Urbain
Creative Director: Alex Ostroff
Art Director: Morgan Light