Responses by Wade Cowin, creative director; Cam O’Connell, creative front-end developer; Justus Smith, marketing and communications manager; and Thibault Terray, designer, Resn.

Background: In December 2020 on the heels of its historic regulatory approval, GOOD Meat unveiled the world’s first available cultured meat product. Grown directly from chicken cells, GOOD Meat doesn’t require the farming and slaughter of animals. The launch was held at a restaurant in Singapore, where diners were treated to a digitally enhanced dining experience. Based on the format of the in-person experience, our website acted as a complementary piece for the rest of the world to enjoy. The site mirrors the structure of the dining experience’s storytelling and incorporates its audio portion.

Design core: At the center of the experience is the red junglefowl, the primary ancestor of the modern-day broiler chicken. Still living in the jungles of Southeast Asia, the bird looks a lot like a colorful, streamlined version of the barnyard roosters with which we’re all familiar. The website features a beautiful 3-D model of a male red junglefowl, with high-quality feathers, textures, exotic enhanced colors and studio lighting. We show the bird from different angles and different poses to highlight its beauty, dignity and all-around awesomeness.

Time constraints: With only three weeks to execute the site from start to finish, the short timeframe had a significant effect on the final solution—as well as being the most challenging aspect of the project. We scaled down our initial concept and focused on achieving a high-quality finish.

Navigation structure: The GOOD Meat story is divided into four chapters, one for each course of the dining experience. For ease of navigation, we opted to place the entire experience on one page and let the users scroll down to access each chapter. Structurally, this made the most sense for the story, which begins with the origins of the modern-day chicken and moves forward into the present and future.

Special technological features: As you scroll through the site, you get to see the red junglefowl from several different angles, paired with various background textures. To achieve this, we placed the 3-D model of the junglefowl into the center of a sphere. When scrolling, the camera moves in a circular path around the model, changing positions to a new focus point. Each time the camera changes positions, the scene light fades to reveal the new background repositions at the new angle.