It operates three state-of-the-art processing facilities located in southern Australia's premium cattle regions: Tongala, Tasmania, and Gippsland. These sites are strategically placed to minimise transport distances and support animal welfare, while delivering high-quality beef products.
The company is renowned for its premium beef brands, such as Cape Grim Beef and Robbins Island Wagyu, which are celebrated both locally and internationally. Greenham emphasises sustainability with initiatives like the Greenham Beef Sustainability Standard (GBSS), promoting ecological, social, and economic benefits across its supply chain. This commitment earned recognition at the National Banksia Awards for sustainable practices.
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Partners since 2010
Since 2010, Fluid Branding and Greenham have cultivated a partnership rooted in shared values of quality, innovation, and sustainability.
As Greenham has grown its reputation for producing Australia’s finest beef, Fluid has been instrumental in shaping its brand identity and positioning in local and global markets.
Together, we’ve crafted compelling narratives for premium brands like Cape Grim Beef and Robbins Island Wagyu, celebrating Greenham’s heritage and its commitment to ethical, sustainable practices. Through strategic branding initiatives, including the launch of new product lines and a cohesive corporate identity, Fluid has helped Greenham align its six-generation legacy with modern consumer expectations.
This collaboration has gone beyond aesthetics, with Fluid contributing to Greenham’s ability to connect with its diverse stakeholders—from producers to international buyers—while honouring its place in Australia’s agricultural history.
Greenham Corporate Brand
Greenham partnered with Fluid to unify its fragmented corporate brand, spread across 13 entities, under a renewed purpose that went beyond product benefits to highlight its unique position in the global beef market.
Fluid’s strategic workshops and market analysis identified Greenham’s 120-year commitment to quality as its defining strength. This led to consolidating its branding from a “house of brands” to a unified “branded house,” aligning its diverse programs under one cohesive identity.
The refreshed brand centred on “In pursuit of the very best,” elevating Greenham’s status in the Australian beef industry. Combining historical touches, like the founder’s signature, with modern design elements such as a gold-accented serif ‘G,’ the updated identity emphasised quality and premium positioning.
Applied across corporate materials, from sustainability reports to truck livery, the new brand reflected Greenham’s enduring dedication to excellence and innovation.
Bass Strait Beef
When tasked with creating a provenance brand for Greenham’s Bass Strait Beef, Fluid focused on capturing the essence of its unique origins.
Sourced from the pristine regions below the 39th parallel—Tasmania, South Australia’s Limestone Coast, Victoria’s Gippsland, and the Bass Strait islands of King and Flinders—the brand needed to reflect the untamed beauty of these landscapes.
Fluid’s creative team developed a striking visual identity centred on the imagery of waves crashing against a rugged coastline, anchored by a steadfast lighthouse. This concept highlighted the brand’s connection to its natural environment and the exceptional quality of its beef.
Outcome
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The impact of Bass Strait Beef was immediate, with one of its primary suppliers in the Latrobe Valley experiencing 70% workforce growth within two years to meet soaring demand. It’s a testament to the power of purposeful branding and the quality it represents.
Altair
Greenham saw an opportunity to fill a gap in the market. They aimed to position a new brand of wagyu beef between their premium Robbins Island wagyu and Cape Grim grass-fed beef.
Fluid Branding began with brand strategy and naming. After generating and refining a long list of potential names, we checked the favourites against the IP Australia trademark database. The final name, Altair, was inspired by the southern star of the Aquila constellation—a guiding light for generations of navigators.
Outcome
Building on the celestial theme, we created a visual identity rooted in nature, drawing inspiration from the dappled light across the landscapes where Altair wagyu cattle are raised.
The result was a premium look, applied across master branding, packaging, promotional materials, trade collateral, and a complete website.
Launched with the positioning “Altair – a natural star in grassfed wagyu,” the brand was quickly embraced by premium stockists, securing its place on shelves at leading outlets across Australia.
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Vintage Beef
Greenham’s Vintage Beef Co. set out to redefine the value of older cattle, showcasing luxuriously marbled beef with a clean, mineral-rich, grass-fed flavour.
Traditionally overlooked in Australia, older cattle were given a premium touch thanks to an innovative hanging technique aimed at attracting chefs and foodies with a taste for the unique.
Fluid Branding’s research uncovered parallels with Basque beef traditions, where older cattle are prized for their distinctive flavour.
Outcome
Drawing on this inspiration, we created a brand and visual identity unlike anything in the market.
Hand-illustrated cattle and cuts were printed on textured brown paper with accents of deep red, evoking a crafted, artisanal feel.
The result was a brand that stood out across the globe. Featured on menus at high-end restaurants in Las Vegas, California, and Singapore, it also earned a place in Neil Perry’s Rockpool Bar & Grill in Sydney, Melbourne, and Perth.
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Herd & Grace
Think Culinary, Greenham’s US distributor, partnered with Fluid Branding to reposition their premium meat delivery platform, which focuses on Australian meats renowned in Michelin and AAA-rated fine dining across the US.
Previously known as “Get Grass Fed,” the platform’s identity didn’t align with its elite, restaurant-quality offerings.
Fluid created a new name, ‘Herd & Grace,’ reflecting the brand’s curated, premium nature. The rebrand included a fresh customer value proposition and a new essence, ‘Curated Collection.’ A key visual element, symbolising ‘opening the gate to premium meat,’ shaped the logo and overall identity, supported by a cohesive visual language across all touchpoints.
Outcome
The rebrand has driven a significant uplift in brand awareness, website traffic, and sales. It’s also paved the way for expansion into retail, with a new presence in Los Angeles, California.
Cape Grim
Greenham engaged Fluid Branding to reposition Cape Grim Beef, taking the high-end foodservice brand to discerning butcher shops and independent retailers.
Fluid’s challenge was to create a distinct and competitive retail-ready brand.
Through strategy workshops and a category audit, Fluid identified that Cape Grim’s previous positioning lacked differentiation in a crowded market. The new brand strategy, built around the platform ‘Taste The Freedom,’ highlighted Tasmania’s pure air, high rainfall, and 100% grass-fed livestock raised in pristine, isolated fields.
This was expressed creatively through the tagline ‘Pure Beef Made By Nature,’ supported by evocative black-and-white photography of Cape Grim’s rugged Tasmanian landscape.
Fluid developed a cohesive set of brand assets, weaving the themes of purity and provenance through all touchpoints.
Cape Grim
The rebrand increased beef processing volumes by 32% and expanded exports to chef-hatted restaurants across Australia, Japan, Hong Kong, and Singapore.
Testimonial
Food & Beverage Clients
Fluid Branding partners with a diverse range of local, national and international clients to deliver marketing, branding and design solutions that build better businesses.