Impossible™ Mark | Behind the Foods

Revolutionizing Food Culture with Plant-Based Precision

Behind the Foods is pioneering the plant-based movement in Brazil, standing as the first food tech in the country to recreate animal meat’s intricate structure through a patented technology that mimics its three distinct tissue types using plants. With taste, texture, and nutrients indistinguishable from traditional meat, Behind the Foods offers a revolutionary eating experience that truly disrupts expectations—so much so, it’ll make you #tilt. Anchored by the positioning “the only one with confusable flavor,” Behind the Foods introduces a new paradigm for meat alternatives, setting an unprecedented standard in the plant-based industry.

More than a product, Behind the Foods embodies a purpose: to bring truly satisfying, sustainable food choices to a modern audience. By eliminating the environmental footprint associated with animal farming, the brand contributes to a vision of climate responsibility and food accessibility. Through our comprehensive approach, we established brand and business alignment that reflects this dedication to taste, quality, and ethics.

Our work with Behind the Foods encompassed brand purpose and positioning, naming and identity, product design, and customer experience innovation, ensuring every element supported a cohesive vision. The visual identity was crafted to represent both the natural essence and technological innovation behind the brand, resonating with the consciousness and curiosity of today’s consumers. Additionally, governance frameworks were developed to uphold the brand’s integrity, sustainability, and commitment to transparency across all touchpoints.