Branding Star Wagyu

Greenham is a six-generation family-owned prime beef producer with production plants in Gippsland and Tongala in Victoria and Smithton in the north of Tasmania

– Brand Strategy
– Naming
– dentity Design
– Copywriting
– Packaging
– Campaign
– Digital Design


Greenham identified a gap in the market. They wanted to create a new brand whose price and quality could fit between their full blood wagyu beef brand 'Robbins Island' and their grass-fed beef brand 'Cape Grim Pure Beef'.


Fluid started the project with a brand strategy and naming process. To create the new brand name, Fluid developed a long list of names before shortlisting client favourites for checking against the IP Australia trademark database. Taking the preferred shortlisted names, Fluid then created overarching creative territories that included a brand story and visual reference that hinted at where the creative direction might lead.

The final name 'Altair' came from the name of the southern star of the Aquilae constellation. An important beacon to those who'd navigated by its light for generations. With this natural star as the basis for the identity, Fluid then developed a visual language that was inspired by dappled light over the stunning landscapes where Altair wagyu cattle were farmed.


Fluid applied the premium look for Altair across a wide range of branded deliverables including, new master branding, primary and secondary packaging, point of sale promotional material, trade collateral and a website. Every touchpoint reflected the positioning 'Altair – a natural star in grassfed wagyu.' Premium stockists across the country quickly snapped up Altair with 12 initial stockists across Australia offering access to the unique meats.

Download Case Study

Share this project

Related Projects