The first beneficiary of our Buy One Give One initiative, we helped Australian startup Vow to name and brand their introductory product, Morsel. The Japanese Umai Quail dish was created in partnership with international culinary artists and made with cultured meat grown in Vow’s Sydney labs. A celebration of the future of food, Morsel was served exclusively in Singapore’s best restaurants in early 2023. We also supported Vow in their 2022 seed funding round through a conceptual line of future brand products.
Already a world leader in precision fermentation, Vow uses fermentation to grow protein, combining it with other fermentation-based cellular fats and flavours. It’s weird science meets boutique butcher. Vow needed to prove to the world that its sustainable cow-alternative could impress the most refined of palates.
Lab-grown meat that has no expiry date and requires no refrigeration has the potential to frighten foodies everywhere — but this audience has forgotten just how much food is rooted in technology and innovation. From farming practices to fusion cuisine to mama’s secret recipe — recipes and methods are always unique to people, place and time. The wrong delivery could ruin an entire industry.
We developed Morsel — a supple new brand that tantalised the taste buds and articulated the refinement of both the dish and the cultured meat. This is Vow’s first ever consumer-facing product offering, to be served at a selection of Singapore’s top restaurants.
We also developed a range of future offerings — conceptualising the products themselves as well as the naming and brand identity — to demonstrate the enormous potential of Vow’s cultured meat to get new investors salivating.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.