With this brief, something the clients mentioned was that they didn't want to be advertised as "gourmet" -- they didn't want to be associated with the branding of places such as M&S. With that in mind, I want to experiment with rustic, traditional branding. I also feel it is necessary to focus on is their name: "the Great British Meat Company." With emphasis on the place where they come from, this company believes it's important to know where your food is reared. Believing that the best meat on the planet is born and bred in Britain, these butchers endorse learning about welfare, provenance and traceability. I wanted to replicate these beliefs in the moodboard. They are witty, "because only fools eat hoses, knowing where your meat comes from isn't just important, it's essential." and easily accessible, due to being a personal online butcher, delivering high quality for good prices to your home. Though not a huge meat eater myself, I'm incredibly picky and definitely do care about where my food comes from -- and due to this, my interest in this brief has suddenly peaked. I think they stand for something great and being quite open and fun, I feel I have a lot of room to experiment with this brand.
