This, a plant-based food company, has rebranded in an attempt to “disrupt the food industry”.

The manufacturer has partnered with London design agency Kuba & Friends to redesign its packaging, typeface, and logo.

This CEO Mark Cuddigan said: “We wanted a change, and This changes everything. Our tone of voice has always been fun and cheeky, but visually we needed to stand out more. With this refresh, we’re not just updating our look – we’re taking a bold step forward, as we continue to lead a food revolution with our ridiculously delicious and nutritious plant-based food.”

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

As part of the rebrand, This will also be introducing a new visual element of a cloud.

According to This, the objective of the rebrand was to give the company a look that was distinctive and recognisable in a competitive market.

Kuba & Friends founder Kuba Wieczorek said: “Nothing about This is conventional. From its name, consistently award-winning products, or its joyfully irreverent personality. Our job was to create a unique design that reflected all of that. A beacon for change.”

This has also worked with agency Reed Words to update its tone of voice, and with creative agency St Luke’s to develop a new brand line, which will serve as a statement of intent for the brand.