Umaro is a plant-based bacon brand using seaweed—one of the most sustainable protein sources on the planet. Ahead of launch, they needed a rebrand to support both B2B and B2C growth.

To counter the perception that plant-based meats lack flavor, we positioned Umaro as a craveable, familiar product—leaning into the nostalgic sights, smells, and sounds of traditional bacon, and the emotional connection of sharing meals.

This strategy informed a joyful, sensory-led visual identity. The custom logo features a looping “mmm” mark that nods to both taste and the brand’s seaweed origins. For packaging, we borrowed recognizable bacon cues—die-cut windows, deli-style labels, and heritage-inspired badges—to create instant shelf appeal.

Since launch, Umaro has been picked up by Whole Foods, Sprouts, and restaurants nationwide.

*Photography is for directional purposes only.