In-Vitro Meat: Infographics in a research report

The project

Karlsruher Institute for Technology (KIT) was the first client of Opus Design Germany.  This scientific institution provides outstanding research to contribute to the global challenges of humanity in the fields of energy, mobility and information.

Opus Design was asked to create a research report design on in-vitro meat. KIT wanted the report to look and feel like a magazine instead of a simple report or handout. It is called, “In-Vitro Meat: A Technical Vision to Solve the Problems of Today’s Meat Production and Meat Consumption?”, and provides research on the cultural opinion and attitude towards in-vitro meat.

Design challenge and approach

KIT and Opus Design of Germany decided to give the report a magazine or brochure feel, to communicate the research and findings in a more approachable way. We also wanted to makes sure it was agnostic and allowed the reader to draw their own conclusions.

One way we accomplished this was through the use of infographics.  It is through an infographic that you are able to really see the process it takes to go from in-vitro cells to meat.  This makes the concept tangible and real, something you might otherwise just be able to taste.  When an infographic is done well, the audience is able to connect with the information in a way simple text cannot accomplish.

Infographic in a research report


In the report, we showed three points of view: the environment, animals and people. Each one illustrated what is good as well as bad within the in-vitro meat process.  To get these three points of view across we used a consistent format, with callouts, which allows this report to be easily scanned by the reader.  Opus was careful to be consistent with the report goals to provide the information only, not judgment.  We highlighted pros and cons, but no solutions, just the gathered preception.


Creative Director, Julia Frenkle and Sr. Graphic Designer, Casey McGee worked together on this project.  They found the process of visualizing an animal burger vs in-vitro burger a challenge and yet very fun.   Bringing the question of “How does this happen?” to a visual reality.

KIT loved the finished report.  You can check out the full digital report.