Claystone Meats is a collaboration between the multi-generational Claystone Farm and established Canberra brand Brodburger. The new brand, Claystone Meats, proudly partners with fellow family-owned businesses and independent grocers to promote transparent processes and the ethical, sustainable consumption of beef.
The challenge was to create a brand identity that felt authentic and rustic, honouring its farm roots and emphasising the traceability of its products. The identity needed to position the brand and its products as premium, reputable, and local, with the potential to scale up in the future without compromising on its small-brand feel and values.
The solution is a type-led brand identity that conjures a sense of old-world authenticity. Its curved type is reminiscent of traditional food logos with strong supporting typefaces that accentuate slogans and taglines. The colour palette draws on earthy tones, referencing pastures, whilst the punchy red ties into the Brodburger brand. We developed a series of badges and stickers that are widely applicable across physical and digital touchpoints, from packaging to social media content. Brand photography immerses the audience in the brand story, capturing the hands-on approach, whilst product photography uses dark, moody lighting and stark compositions to emphasise quality.
