Murray Plains

Value Adding Branding

Greenham's multi-million dollar meat export business has traditionally targeted the high-end of the market, Murray Plains expanded their reach into an everyday value proposition.

Overview

Greenham’s reserves its most premium cuts for their Cape Grim and Altair brands, with some value-added cuts remaining unbranded. However, their Tongala plant in Victoria had recently identified an opportunity to start processing value-added cuts of beef under their own brand.

Fluid developed a retail-ready brand that referenced the best of Tongala’s surroundings and offered consumers value for money beef from a processor they could trust. Abstract shapes represented the local landscape’s open plains and by the Murray River. These distinctive assets combined with an earthy colour palette and bold fonts creating a solution that sits comfortably at the value end of the Greenham portfolio without abandoning the core values of the corporate brand.

The product’s success has allowed Greenham’s to increase the price per kilogram of the beef to reflect the additional value added by the brand.

Deliverables

Identity Packaging

Testimonial

Murray Plains – has increased Tongala’s exposure to new customers. We also have plans to redevelop the plant, increasing production capability and diversity.

Greenham Meatworks Messenger – Summer 2020

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