Brand Identity
Positioning
Premium DTC-first; retail is secondary. Does NOT position against Beyond Meat, Impossible, or other plant-based brands. Positions directly against real meat.
Core Values
Food as sacred ritualReal cookingNatural whole ingredientsHealth without compromiseIrreverence
Trust Signals
Michelin chefs serve itNutriscore A20g+ complete protein per servingZero cholesterol
USPs
A raw ingredient for real cookingUnseasoned and unbelievably versatileCenterpiece material
Voice & Tone
Bold, irreverent, chef-forward, philosophical. 'Big meat energy.' NOT gentle/green/salad-adjacent.
Key Anchors
- Michelin chefs served this
- Philosophy degree
- Centerpiece
- Main course everyone fights over
Hooks That Work
- Chef endorsements
- Sizzle/cooking content
- Humor
- Philosophical takes
- 'Meat the future' wordplay
Scoring Rubric
9-10 Irreverent, chef-forward, bold, big meat energy
7-8 On-brand, solid copy, could push further
5-6 Acceptable but generic, lacks brand voice
3-4 Too gentle, health-focused, or green
1-2 Off-brand, uses banned words, wrong audience
Business Context
Free Shipping Thresholds
US $120 USD
EU EUR 120
Target Audience
Primary: Home cooks who love meat but are open to alternatives
Secondary: Health-conscious consumers (Nutriscore A, high protein, zero cholesterol)Sustainability-motivated (plant-based, EU production)