SIMIÆN
Context:
As climate volatility challenges conventional agriculture, future food systems require radically resilient resources.
Lichen - covering around 7% of the Earth’s land surface and thriving in extreme climates - represents an overlooked biological asset.
Yet its classification as Novel Food significantly complicates market access, creating a structural barrier between ecological potential and commercial application.
Mandate:
Identify innovative pathways to work
The challenge was to operate within the Novel Food framework while reframing perception, relevance and possibility.
Build:
Scientific research was translated into tangible product concepts and a coherent brand narrative.
Design-led applications made lichen accessible, while partnerships, funding and early-stage business development established structural viability.
The project navigated regulatory complexity pragmatically - building credibility and momentum without bypassing compliance.
Shift:
Simiaen demonstrated that even within regulation-heavy environments, radically new ingredients can gain cultural acceptance and commercial traction when approached through strategic positioning and structured development.
The initiative gained international visibility, including coverage in Vogue, The New York Times, Dezeen and Wallpaper*, reinforcing its relevance beyond the experimental food space.
© Sophie Kirchner