Pearlfisher has 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. And as Hamish Campbell, Creative Director at Pearlfisher, responds,
“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.”
Talking about the identity and design, Design Director, Matt Sia continues,
“We wanted to build the brand through the symbol of the cow. 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.”
Claire Herminjard, Founder of Mindful Meats added,
“Pearlfisher’s design for Mindful Meats has helped bring our brand mission to life, signifying the quality of our product but also celebrating the animal, the farmer, and the land who bring it to us. Our belief in omnivory and the mindful consumption of meat has been flawlessly executed on pack by the Pearlfisher team.”
Designed by Pearlfisher
Credits
Creative Director: Hamish Campbell, Pearlfisher
Creative Partner: Jonathan Ford, Pearlfisher
Strategy Director: Tess Wicksteed, Pearlfisher
Senior Designer: Kate Caravaty, Pearlfisher
