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Pure beef made by nature

Cape Grim Pure Beef from Tasmania is simply the best beef money can buy, we reckon. And if you’re looking for proof, you need only look at the wide green pastures, abundant rainfall and isolation of its grazing pastures.

How do you like your beef?

The Cape Grim Beef rebrand, positioning the product in retail-ready, moving it from food service, seemed on face value to be easy. All that was required was to capture the natural beauty of Tasmania and package this in an authentic way that brings the brand proposition to life. Job done. Right?

Rolling green hills and dotted cows

Enter the mainstream world of retail-ready beef and quickly we discovered that 90% of beef brands applied the same tired formula: rolling green hills, dotted cows and the usual claims of natural, grain fed, premium, blah blah. Boring, snore, move-on. Fortunately, a strong relationship with our client, trust in our process and a strategic workshop helped us break new ground, arriving at a brand expression that was more interesting and unique to the beef market.

A strategic approach

In consultation with our client, in the form of Trevor Fleming and Peter Greenham, we agreed that a strategy workshop to get a range of stakeholders on the same page would underpin the creative work for the brand refresh. The workshop identified ways to leverage competitive advantage, while aligning the client and our creative team with a clear brief, objective and focus. Working with the team, we aligned our strategy on the “innocent” archetype, to help us to build a compelling brand narrative. Having completed a thorough audit of the category we identified that competitor brands were primarily all fighting it out with very similar messages and packaging aesthetic. As part of the strategy we considered every part of the brand experience: tone of voice, brand visual identity and primary and secondary packaging.

The punters agree

Cape Grim Beef has a wide offer through independent supermarkets, butchers who know, a flourishing export market and, needless to say, is a brand worthy of support from leading restaurants and chefs. Just ask Neil Perry.

Greener pastures The new Cape Grim Beef brand, with its emotive black and white photography, and evocative positioning statement, ‘Pure Beef Made by Nature’, perfectly encapsulates the brand’s distinctive tone of voice. The new look extends across primary and secondary packaging, POS, butchers’ aprons, counter cards, trade marketing and the look of the 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.

Recognising Distinctive Design

Cape Grim Beef is nominated in the Design Effectiveness category at the 2014 AGDA Awards. One thing we know for sure, achieving distinctive work is only possible when you have a trusted client-agency relationship. Fortunately, the team at Greenham Tasmania trusted us to bring to life a new beef brand that has exceeded every expectation.

Visit the awards page