Scottsdale

Tasmanian Pork Brand Identity

Scottsdale Pork was doing well selling their premium products to customers in their home state of Tasmania. The company had a compelling story and a high quality product to boot, but outside of the local region few had heard of the Scottsdale brand.

Overview

With an ambition to crack the mainland, Scottsdale partnered with Fluid to help them to achieve their objective. We started by gathering insights about the brand, its competitors and customers, and then developed a brand strategy to underpin the creative stage of the project. To achieve their objectives, we needed to change the current brand architecture, consider new pack formats, and create a new suite of brand visual assets that would provide better shelf stand out and deliver greater brand awareness. The new brand also needed to be positioned to reflect the premium quality of the product.

Fluid evolved the Scottsdale logo, developed a striking new visual language and created new serving suggestion photography to deliver outstanding appetite appeal. The identity centred on the natural assets of the Cuckoo Valley farm, in particular the rich fertile meadow where pigs are free to roam. The high standard of care and Tasmanian origin were developed into a family of roundel claim devices, headlines and stories to support the brand’s premium positioning. We designed packaging for 58 products, a website and a range of marketing collateral including brochures, posters and transit advertising.

The new brand visual assets now elevate the brand to align it with the quality of the product, deliver seamless consistency across all of the customer touchpoints ensuring a new level of stand out at point of sale. Scottsdale Pork have all the necessary brand attributes to achieve success they are looking for in the mainland market.

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