Murray Plains

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.