Aleph Farms, a food technology company that has designed new ways to grow quality animal products, has announced the launch of its first product brand, Aleph Cuts.
Under the Aleph Cuts brand, the company will market its first product, the Petit Steak, the world’s first cultivated steak anticipated to launch in Singapore and Israel later this year, pending regulatory approvals. Developed in partnership with brand and experience design agency, BOND, this branding initiative distinguishes Aleph Farms’ products and builds momentum ahead of commercialisation and subsequent engagement with customers and end consumers.
Vice President at Aleph Farms, Nicky Quinn said that with this product launch, Aleph Farms is hoping to connect people to its new take on steak.
“Iconic brands aren’t built overnight or by one person or team. We look forward to co-creating our brand over time with consumers, so we can best serve their evolving needs,” added Quinn.
The visual identities for Aleph Farms and Aleph Cuts are part of a unified system designed to support the scale of Aleph Farms’ growing product portfolio. The brands are related through visual elements such as the wordmark, icon, and colour palette but evoke different aspects of the Aleph ethos: Aleph Farms is more pragmatic and focuses on technology and innovation, while Aleph Cuts is more emotional and focuses on educating about the product and celebrating culture through the lens of food. They share a new icon inspired by the company’s previous ox head symbol, reflected in the letter A in Aleph but flipped, creating a mirror effect that compels the viewer to see familiar things in a new way.
Lindsay Gravette, Creative Director and Partner at BOND, said that the company set out to create a brand that reflects the innovative Aleph Farms team.
“A system that welcomed everyone to this new way of thinking about what and how we eat. We took inspiration from something universal, the food we eat daily, and the visionary Aleph Farms’ processes and passion,” said Gravette
“The result is a pair of brands that express the practical and exceptional, bringing cultivated meat and cellular agriculture to the world.”
Aleph Farms is working closely with regulatory agencies around the world as it prepares for the commercial launch of its first product under the Aleph Cuts brand, the Petit Steak grown from non-modified cells of a premium Angus cow. As with all its products, there is no slaughter involved in production; instead, from a single fertilized egg, Aleph Farms can grow thousands of tons of cultivated meat, serving as part of a just and inclusive transition to sustainable and secure food systems. The company also has a ‘Whole Animal’ approach by which it plans to produce different cuts of steak as well as other products based on animal cells, such as cultivated collagen, through additional proprietary capabilities.
