Client: Silver Fern Farms
An identity system and a packaging range for a new premium beef offering from Silver Fern Farms – a key pillar in Silver Fern Farms’ overall brand promise to be New Zealand’s red meat experts.
The concept was ‘timeless heritage’, inspiring a modern imagining of a time when the butcher was the premiere provider of quality red meat. In a typically bland meat category with no discernable difference between brands, we decided to re-invent the way beef is sold to consumers in the supermarket.
We designed cartons from recycled card for two of the five cuts, with the other three in vacuum-packed bags that allow the meat to age, tenderise and develop in flavour for up to 30 days. A new science backed eating quality system, “EQ”, provides consumers with the assurance they are buying only the highest quality selected cuts.
The range sits together as one family, but each product retains an individual character through hand drawn typefaces and a graphic look of old hand painted signage. The ‘window’ device on the front-pack allows consumers to see the superior quality of their lean meat. Handcrafted butchery cues add to the premium nature of the products. The language system introduces a new confidence to the offering, with bold typography and punchy headers.
Recipe Cards, tip booklets and an online provide consumers with the expertise to create their own beef creations at home.
New Zealand Best Design Awards