Brief 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/u2019ve 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.

Findings The catalyst for this rebrand was a philosophical one. Not so much a shift in values, but a shift in what Saint-Urbain's clients wanted to communicate to the world. As meat-eaters, Prime Roots wes simply looking for a meat alternative that wasn/u2019t highly processed, pumped with additives, and most importantly, tasted like meat. Saint-Urbain worked with their clients to reimagine their previous /u201cfuturistic look/u201d into the premium, nostalgic, meat-centric brand that/u2019s heavily inspired by a classic deli that just so happens to care about the planet.