BrandMe crafts bold identity for New Originals Company to challenge plant-based norms

Vienna-based New Originals Company partnered with BrandMe to develop a visual identity that reflects its mission to evolve the European plant protein market. The challenge was to stand apart from the category’s conventional green cues and create a brand world that feels human, inventive and inclusive. The resulting identity features a nature-inspired circular icon, approachable bespoke typography and a confident design system that signals the company’s commitment to originality, health and sustainability.