Design Portfolio Background
Food Branding: ABP
Brief
Background
ABP are an Anglo-Irish food group annually turning over £6000m in raw meat primarily sold in the multiples as own label and through and wholesale. Having captured a large part of that market, ABP wanted to break into the high-end retail sector with their own premium meat product that would reflect the best values in animal husbandry and meat production - our role was brand development from the ground up.
Issues
We understood that this was a traditionally staid market. We looked at the already crowded market - Tesco’s Finest, Sainsbury’s Jamie Oliver Taste the Difference etc. Through research we noted that the consumer was uninformed on what is a good product (bright red lean meat versus dark ruby red marbled meat).
Solution
Creating the Identity
We name generated and created ‘Herdsman’.
Developing the Brand
To position the brand we developed the statement Scottish Beef for Flavour and Tenderness’.
Researched unique packaging formats for strong shelf presence.
UK wide focus groups market tested the whole proposition.
Managing the Brand
Storylines were generated to reflect the brand’s values.
Guidelines were laid down to ensure a consistent ‘look and feel’.
Extending the Brand
Product range extensions followed the brand architecture guidelines.
Marketing the Brand
Border’s web and marketing materials are ‘on brand’ in terms of look, feel and tone of voice ensuring total consistency.
Intellectual Property
The brand and its positioning were Trademark protected.
We will build up the provenance of the packaging brand architecture to take ownership of the distinctive ‘look and feel’ for the future.