As demand for plant-based food grows, so do expectations. People want alternatives that are healthier and more sustainable, without sacrificing flavor, texture, or experience. Yet food innovation remains slow, expensive, and dependent on years of trial and error.

Enter Giuseppe, NotCo’s AI platform. By analyzing food at a molecular level and exploring trillions of ingredient combinations, Giuseppe helps scientists discover and develop breakthrough products in a fraction of the time.

To help people understand the technology powering NotCo's innovation, R/GA created Giuseppe's brand identity and digital platform, transforming a complex AI system into a compelling story that showcases how NotCo is reinventing the future of food.

To visualize Giuseppe’s intelligence, we used AI image generation tools to create microscopic worlds inspired by ingredients, textures, molecules, and flavors. Using Midjourney and Runway, we developed a visual system that transformed complex food science into something emotional, sensory, and intuitive, giving form to the invisible processes behind every formulation and making Giuseppe’s technology tangible for a broader audience.

Giuseppe is an incredibly complex technology. The challenge was making it feel simple, approachable and human. Instead of overwhelming people with scientific jargon, we designed an experience centered around clarity, personality and visual storytelling. Clean interfaces, simple language and sensory-driven imagery helped explain advanced AI systems in a way that consumers, partners and investors could instantly connect with.

Giuseppe’s technology has already helped develop products and collaborations with some of the world’s biggest food brands, including Kraft, Heinz, Burger King, Shake Shack and Domino’s. Beyond food, the platform is now expanding into new industries — exploring plant-based innovation across health, beauty and wellness products, proving that Giuseppe is not just a food engine, but a broader platform for sustainable creation.