Redefining a brand from the ground up
Braesides was looking to aggresivley grow their business, redefine thier business model, and reposition themselves as a leading provider of exceptional quality in retail and award winning restaurants.
Braseside is a specialst butchery providing the exceptional quality free range, organic, grass fed meat, to leading South African restaurants and to consumers through their own retail outlets. Their vision is to become the leading supplier and authority on the highest quality organic meat in South Africa.
Big ideas with a small budget required a strategy that maximised brand exposure in the most affordable manner. This was achieved by developing a black & white brand identity that could be printed cheaply, and by utilsing simple devices like stencils & stamps to maxmise branding on packaging and instore.
Although the new brand is reminiscent of a time past, there was careful consideration that the brand not be overtly ‘Hipster’.
A brand narrative was developed around the nostalgia of a time past where people knew their butchers on a first name basis and butchers had closer relationships with the farmers who supplied them. This was framed as ‘Land to Table’ and we developed a strategy around ‘Knowing your Butcher’ – this uniquely positioned the brand as an authority and supplier of high-quality organic meat, and helped educate and inform a growing market of consumers looking for better quality and more information on the source of the food they purchased.