Standing out in the growing plant-based “just like meat” category is tough, especially when the market is already overflowing with machismo and synonymous brands like Beyond, Impossible, and Awesome. Enter, Incogmeato by MorningStar Farms: a brand built to bring a friendly and fresh plant-based perspective to the table. Incogmeato doesn’t take itself too seriously. But it is serious about great taste.

What? You thought this was actually chicken? Newsflash: it’s not. It’s spelled c-h-i-k-’n.

From the name itself, to the visual identity, and across all touchpoints, Incogmeato has a tongue-in-cheek wit designed to disarm the skeptics. Memorable and catchy? Definitely. Cheesy and absurd? Maybe. And that’s why it works.