Cape Grim Beef

Pure beef made by nature

Branding & Packaging
Retail + Food Service


To update the brand and broaden its appeal in the retail-ready market with a focus on boutique retailers and select supermarkets.


An archetype workshop helped us devise a strategy to underpin the creative for the brand refresh. The workshop identified ways to leverage competitive advantage plus aligned the client and our creative team with a clear brief, objective and focus. The “innocent” archetype is the logical fit and guided us to build a compelling brand story as we considered every part of the brand experience: tone of voice, branding and packaging. Pure white packs with black and white emotive imagery of Cape Grim reflect the purity and quality of the product.


The new Cape Grim Pure brand extends across primary and secondary packaging, POS, butchers’ aprons, counter cards and design for a new website. Market feedback has been extremely encouraging and the brand has experienced growth in the first 12-18 months. Look out for the new retail-ready range in specialist meat retailers and IGA supermarkets.

Cape Grim Beef needed a fresh new look to enhance our reputation as the leading grass fed beef brand and Fluid were able to deliver an outstanding result. Their creative capacities are second to none and they do what they say will do in time and on budget.