Wildtype was pioneering the cellular agriculture industry with the first salmon produced from natural derivatives. We were tasked with naming, branding, and establishing language that influenced the vernacular consumers and the industry would come to use.

With this company being a first in the industry we sought to explore heavily via thematics, which would provide a wide range of exploration. We aimed to incorporate research and insights immediately, which screened similar companies, out-of-industry pioneers and innovators, and expressive brands with lifestyle cues. Additionally, language was expected to be a critical component given consumers' misconception of cellular agriculture and potential reluctance to food created in a kitchen lab.

During our research, we held a series of workshops with stakeholders to understand the company’s vision and the fish production process. This helped us shape the brand’s story, which guided the naming phase. We tested potential names with audiences and explored themes that laid the foundation for the brand’s identity. As the brand took shape, we aligned on an aesthetic that balanced human craftsmanship with natural elements, which also influenced the messaging. Ultimately, we created a brand that truly reflected the company’s values—made by humans, made from real salmon, and good for the planet.