GOOD Meat: GOOD Meat

GOOD Meat Cultured Chicken, the world's first commercially produced cultured meat, will be served to the public for the first time tomorrow at restaurant 1880 Singapore. The meat, grown directly from chicken cells, was developed by Eat Just, Inc., a San Francisco-based food company that creates healthier, more sustainable foods using cutting-edge science and technology.
To introduce the new product to a global audience, Eat Just needed a digital partner that understood the product and could keep pace with the rapid evolution of the story, which has made headlines around the world. They selected global digital experience design studio, Resn, who created the website and helped design the physical packaging for the product.

“This is a very exciting advancement that could change the way we produce and eat meat on a global scale,” said Wade Cowin, Creative Director at Resn Wellington. “We wanted to convey the historic significance of GOOD Meat to an online audience with an engaging experience that puts chicken into its proper cultural context.”

The website, goodmeat.co, features a colourful real-time 3D render of the chicken’s ancient ancestor, the red junglefowl. It tells the story of the domestication of chicken, from its wild origins to its modern commoditization as an industrialized agricultural product. It also speculates about the long term consequences of industrial meat production and how cultured meat can be part of a sustainable future.