Rare meat. Well done.
Creative Direction | Strategy | Naming | Design
Already known for their exceptional quality, a Seattle-based meat distributor that primarily sold to restaurants decided to start an online, direct-to-consumer line of branded meats. Cut-to-order and shipped fresh to your door, the goal was to create a butcher-shop experience from the comfort of your couch. After settling on a name—borrowed from a stakeholder’s cherished cows—we launched a brand that quickly gained a loyal following.
Shipping fresh meat comes with its challenges.
Using a strategic combination of icepacks and thermal insulation, the team developed an innovative way to ship fresh meat while fully complying with strict FDA standards. Each cut of meat was meticulously packaged and labeled, adding a personal touch, reflective of the high-end meats inside. Included recipe cards provided guidance and inspiration.
Capturing the flavor.
Photoshoots always make for a busy, exciting day—these made for tasty ones too. In addition to gathering product and lifestyle shots, we also established a repeatable look for the many recipes we planned to share on the site.
The online butcher shop.
Now came the meat of the project—creating the website that would serve as the centerpiece of the brand. Much like peering into a traditional butcher shop window, we intentionally designed the site to let the meat itself take center stage, highlighting its quality while educating folks about the subtleties of the cuts.
