Pearlfisher has recently created the brand strategy, brand identity, packaging design, tone of voice and website template for a new challenger meat brand - Mindful Meats.
Mindful Meats' mission is to create systemic change and impact on the way Americans eat meat by increasing peoples' access and connection to organically, sustainably raised meat through a fair and transparent system.
Pearlfisher's brief was to create a challenger meat brand that immediately signals a systemic change. "We understand that change is hard and so we are seeking to challenge existing consumer habits through an arresting visual and verbal language and by introducing a new level of intimacy and connection to the product itself - the cows," explained Hamish Campbell, Creative Director at Pearlfisher.
"We wanted to build the brand through the symbol of the cow," continued Matt Sia, Design Director of Pearlfisher. "Nothing is simpler than the name. It is a short, sharp and direct expression of the business and we have combined the name with the visual in the form of a bold, proud stamp and stencil. This can then be used and translated across all forms of brand communication from product to retail environment."