UX, UI, Web Dev, Creative Direction, Brand Identity, Brand Strategy

Filling gaps in the alt-protein industry to accelerate the 'protein transition'.

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UX, UI, Web Dev, Creative Direction, Brand Identity, Brand Strategy.


Introduce a brand new, difficult to explain model for creating companies to the nascent alternative protein industry, attracting founders, industry, and investors alike.

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A distinctive visual identity and messaging strategy that is both innovative and trustworthy, creating opportunities for motion-driven digital experiences.


Our goal was to build an experience through visual design and messaging that speaks to all of Counterfactual’s stakeholders: founders, investors, partners and prospective employees. To communicate the energy from being able to build a company that has super high impact, solving a major global problem - while maintaining simplicity in the delivery.


As Counterfactual’s industry focus is continuously evolving, the company was looking to build a website that would be flexible and easy to navigate for its diverse target audience. HKEK selected a CMS solution that enabled the Counterfactual team to adapt and update its content as needed, in a seamless way.

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  • Counterfactual Brand Imagery