Vow is a revolutionary food tech company specialising in cell-based, cultured meat. They are global trailblazers bringing together taste, innovation, and sustainability through food that’s good for both individuals and the planet. Using cell-based technology solutions, Vow is a leader in the future of food, producing meat with the cells of animals rather than the animals themselves.

We worked with Vow to brand their first product, Morsel, for launch in Singapore, the first nation to approve cultured meat products for sale. With over AU$70M in investment, Morsel is a cultivated quail meat, originating from the rare Japanese quail Coturnix japonica.

Through a series of interchangeable, interconnected dials, the visual identity embodies the genre-bending nature of Morsel, demonstrating how flavour isn’t just about taste. These dials centred around taste, aroma and texture unlock a multi-sensory experience and side-step the status quo.