Mindful Meats

Mindful Meats is a meat brand that is focusing on a transparent production following more ethical parameters. This values come expressed in their new brand strategy and designs by Pearlfisher. Even if you don’t eat meat, it’s interesting to get to know how brands are embodying these contemporary ideas about Food & Sustainability and expressing it to our society. Take a look.

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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”

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Via The Dieline

Questo articolo è stato pubblicato in ABOUT ENVIRONMENT, BRANDING, DESIGN, ECOLOGY, ECONOMY, FOOD AND GASTRONOMY, FOOD DESIGN, FOOD SAFETY, FOOD SUSTAINABILITY, PACKAGING e contrassegnato come , , , , , , , , , da ravibellardi . Aggiungi il permalink ai segnalibri.

Informazioni su ravibellardi

English EcoDesign Master student in PoliTo - Politecnico di Torino - Turin, Italy. In a double-degree agreement between PoliTo and the University of Minas Gerais, Brazil. In Brazil, took part in projects like "Design e integração competitiva do território - Estrada Real". This project is a government initiative in order to use the Design approach in order to bring value regarding specific aspects of the State of Minas Gerais in Brazil. The territory context is the Estrada Real. Also worked in the University of Minas Gerais' Research Center of Theory, Culture and Design in projects related to the use of Design in cultural aspects of the State of Minas Gerais aiming to enhance products related to the Food Sector. Portugês Graduando no curso Master em EcoDesign pelo Politécnico de Turim, Itália (Polito). Bolsista dentro do acordo de dupla titulação entre a Universidade do Estado de Minas Gerais e o Politecnico di Torino com apoio da FAPEMIG. Atuou como bolsista do Projeto "Design e integração competitiva do território - Estrada Real", projeto do Centro Minas Design em parceria com o Polito. Ravi Bellardi também é atuante no desenvolvimento do projeto Estudo de Aspectos Culturais de Minas Gerais Visando à Valorização de Produtos Relacionados ao Setor Alimentício Através do Design com financiamento da FAPEMIG e apoio da UEMG. Ravi Bellardi desenvolve trabalhos tanto de caráter acadêmico, quanto de caráter de extensão com a orientação da Profa. Dra. Lia Krucken juntamente ao Centro de Teoria, Pesquisa & Cultura em Design da Escola de Design da Universidade do Estado de Minas Gerais.

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