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.