REHOVOT, ISRAEL – Food technology and cultivated meat company Aleph Farms has announced the launch of Aleph Cuts, its first product brand. The company anticipates the first product of the brand, a cultivated petit steak, to enter the market in Singapore and Israel later this year, pending regulatory approvals. Brand and experience agency Bond, Helsinki, Finland, partnered with Aleph Farms on the branding initiative to distinguish Aleph Farms’ products and build momentum ahead of commercialization and subsequent engagement with customers and end consumers.

“With the launch of Aleph Cuts, we are introducing our product through an epicurean lens to connect people to our incredible ‘new take on steak,’ sharing what this choice means in an engaging and authentic way,” said Nicky Quinn, vice president of marketing at Aleph Farms. “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.”

Bond and Aleph Farms designed the visual identities with a focus on supporting the scale of Aleph Farms’ growing product portfolio. The brands share visual elements such as the wordmark, icon and color 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 food as a culture.

“We set out to create a brand that reflects the innovative Aleph Farms team we got to know,” said Lindsay Gravette, creative director and partner at Bond. “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. The result is a pair of brands that express the practical and exceptional, bringing cultivated meat and cellular agriculture to the world.”

Aleph Farms continues to work with regulatory agencies around the world in preparation for the commercial launch of its cultivated Petit Steak under the Aleph Cuts brand. The product is grown from non-modified cells of a premium Angus cow. 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.