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
Naming
Brand Identity
Packaging
Website
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.
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