TELLING THE RIGHT STORY

Known for great tasting, grass-fed beef, PRE® combines the integrity of traditional ranching with the advancements in modern technology to produce truly, superior beef. The original packaging looked sterile and lacked taste appeal. PRE® felt there was an opportunity to communicate their authentic brand story in a more compelling and relevant way.

To better understand how the PRE® brand story would best resonate with current and potential consumers, we used our Brand Manifesto™ process. Multiple brand platforms and associated packaging systems were developed. Using qualitative research, we affirmed the authenticity and relevancy of the PRE® story.

FIRST GLIMPSE

The PRE® Cryovac delivery system displays each product with a down-shot perspective. This reality was the perfect staging for our cutting board preparation story. As if peering into your kitchen while dinner is being prepared, the ingredients for the meal are scattered upon the cutting board surface. Beyond taste appeal, the header card section of the package delivers strong branding, clear product benefits and strong flavor segmentation. The script font that identifies the meat type feels right at home on the chalkboard of your corner bistro.

UPON FURTHER STUDY

The ingredient story of the redesigned PRE® packaging unveils the notion of kitchen to table and preparation to prepared as you move from the face panel to the back panel. While not being overly specific, the ingredients found on the face panel are also used in the suggested recipe on the back panel. The wooden surfaces were carefully selected to enhance the idea of kitchen preparation and dinner table enjoyment.