Today’s featured work comes from Tom Jueris who’s based in Harbin, China. He’s delivered a fresh brand identity for a high quality, frozen steak product that’s got competition from every direction.
Branding doesn’t come easy, so Tom went back to the drawing board – the market research. He discovered that in China, it is mainly the moms who are buying steaks instead of the men, of whom it was previously targeted to.
With this new insight, Tom rebranded the entire line to highlight the numerous benefits of steak for a child’s development. He also redesigned the logo to fit this new packaging and instead of using black and dark elements, the new design features bright, uplifting, playful colors with spots mimicking a cow that had appealed to moms and kids.
Small Transparent window shows the Steak and the part it comes from