In a world of meal-planning and protein-maxxing, Beyond Meat was ready for an evolution — to leave behind its perception as a meat alternative and become the #1 plant-based protein in market. As a fan of the brand, I was ready to sink my teeth into this one, and I ended up creating one of the most comprehensive messaging frameworks of my career. I wrote a tagline, manifesto, product positioning, value props, voice and tone framework, and tons and tons of punny plant protein headlines.