A sizzling identity for a new sustainable meat brand
EB Organics is a medium-sized family-operated organic fruit and vegetable enterprise built on a commitment to fresh, sustainably grown produce. Launching a “sustainable” meat brand to the market was a logical extension of that commitment. The new brand needed a sizzling identity to demand attention and visually reinforce the values intrinsic to the sustainably-sourced philosophy.
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DDG’s Creative Director, Fred Thompson, explained the process. “Initially, we collaborated with EB Organics to define how the term ‘sustainable’ applied to their product offering under the new brand and discovered a dedication to earth-friendly agricultural practices. The acronym ‘EB’ had derived from the place name Esperance Bay. We identified the potential of that connection and opted to maximise it. With a new-to-market brand like this, it’s critical that we don’t narrow down the scope of the enterprise by being too specific about the product itself or focussing too heavily on perceived benefits. It’s about leaving room for the brand (and its benefits) to grow.”
DDG recommended Esperance Bay Meat Co. as the brand name, recognising that this denoted a regional or rural setting and sat well with the notion of traditional farming principles and a specific sourcing location. “Farming for a sustainable future” positions the enterprise as environmentally-committed and industry-aware, which is at the core of their value base, no matter what sort of meat products they offer now or into the future.
The visual solution draws on earthy, eco-colours – aubergine, chestnut and olive – and a representation of undulating hills to invoke a sense of country. “The green that we all connect with sustainability is there, but it is not overpowering,” explains Fred.
.jpg) The wordmark was created using two fonts, to split the four-word brand name into manageable “bites”. A strong, contemporary font (DINEschrift Alternate) and an informal script font (P22 Dearest) make a distinctive combination that delivers stand-out, intrigue and high-recognition.
Since its launch, Esperance Bay Meat Co. has made a considerable impact on the supermarket shelves. The company reports excellent take-up and booming sales.
“As recommended for almost any effective branding exercise, Esperance Bay Meat Co. has applied the new identity right across their marketing and retail collateral,” says Fred. “From business stationery thorough to point-of-sale labels and shelf cards, to print advertising, the brand is out there, gaining exposure and recognition.”
That fast-accumulating brand equity will soon be put to good work in a value-add exercise to re-develop the client’s other organic produce brand. It will leverage from the “meat” brand in terms of visual identity and become a look-alike sister brand to its sizzling new sibling.
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