BRINGING INGREDIENTS TO LIFE
The Challenge
How do you show the quality of plant-based ingredients in a way that’s simple, visual, and instantly engaging? Beyond Meat needed an event stand that made the value of their products clear at first glance. With Internorga in Germany as the first showcase, the goal was to create something that stood out in a crowded food hall – something you could understand before anyone said a word.
The Brief
Design a modular event stand that tells Beyond Meat’s ingredient story with impact. It had to be built for clarity and conversation, easy to transport, and visually strong enough to anchor a brand presence at multiple trade shows across Europe. Flexibility and speed of build were also key.
The Solution
We built the stand around a single, clear idea: show the ingredients.
At the center: four tall transparent tubes, each filled with one of the real ingredients used in Beyond products. These physical columns became the stand’s instant hook. Visitors could see what makes up the burger before tasting it. The rest of the space followed that narrative. Clean architectural lines, strong color blocking, and clear messaging made the stand feel open, modern, and easy to navigate. A tasting counter was integrated to serve food while keeping flow and visibility in mind.
Originally built for Internorga, the stand quickly proved its value and has since been used across multiple European markets. The ingredient tubes have become a recognisable visual signature, something people now associate directly with Beyond Meat.
The Outcome
The stand achieves what every show presence should: instant brand recall, product clarity, and high visitor engagement. The modular build makes it easy to deploy at speed, while the ingredient tubes spark interest and conversation. It’s a physical story that’s both educational and memorable, built to scale across markets.
Key results & SMC’s role
Creative Direction – Turned a product truth (real ingredients) into a strong visual narrative.
Production – Design, fabrication, transport, and build-out for Internorga and beyond.
Scalability – Modular system now used across Europe.
Engagement – Ingredient tubes consistently draw interest and drive discussion.
Brand Alignment – Ties Beyond’s values – clarity, quality, sustainability – into a simple visual idea.
