Branding A Gateway To Premium Beef

Think Culinary, Greenham's US distributor, launched a premium meat delivery e-commerce platform, focusing on Australian meats. The platform offers curated boxes, custom boxes, individual cuts, gift cards, and subscriptions. The meats are renowned in Michelin and AAA rated fine dining establishments throughout the US.

Brand Strategy
Brand Identity


Think Culinary needed to reposition their eCommerce platform's brand as it didn't reflect the premium status of its products. Fluid Branding was tasked with renaming and rebranding the brand’s platform, previously known as "get grass fed," to better reflect its elite, restaurant-quality offerings.


Fluid developed the new name, 'Herd & Grace', reflecting the curated collection of premium meats. Fluid worked with Think Culinary to define a new customer value proposition and create the brand’s essence 'Curated Collection.' A key graphic asset symbolising 'opening the gate to premium meat' informed the logo and identity and a complementary secondary visual language ensured brand consistency across all touchpoints.


The rebrand significantly increased brand awareness, website traffic, sales and has now been extended to include a retail offering in Los Angeles, California.

“We worked with Fluid to develop our direct-to-consumer brand Herd & Grace, an online butcher shop aiming to sell curated premium meats to high-net worth individuals in the United States. The result has been better than what we could have imagined. Fluid supported our efforts every step of the way and really understood what we were trying to accomplish. Over the last twelve months, we have been able to position our brand for explosive growth and it all started with the branding and logo created by Fluid. Well done to the whole Fluid team.”

Svante Johansson President, ThinkCulinary Inc.

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