Pure Valley is one of Australia’s most competitive beef products. Created to provide butchers with the choice to suit budget needs without compromising quality. Momentum was commissioned to create a bold, contemporary identity for this innovative meat supplier. The brand needed to be flexible enough to work for a budget and premium product whilst eliciting ‘quality and consistency’ as a theme central to the product goals.
Following detailed discussions with the client and mindful research of product competitors, the priority became the creation of a flexible, bold and contemporary identity to accommodate the two key price points. A simple yet powerful design style was chosen and used throughout the identity to reflect a modern brand. Each design is paired with a complementary colour palette to help highlight both price points.
The designs were met with universal acclaim from the directors and sales teams. Whilst it is too early to gauge the full impact of the new identity on the future of the product, early adopters have responded positively. Following the design of the Pure Valley brand identity, we were commissioned to create packaging, apron and many other brand touch-points for both the budget and premium product lines.
The directors and sales teams both loved the brand identity straight-away, the designs clearly set company professionalism and product quality expectations while helping our customers distinguish between our product choices at a glance. The fact that this went so smoothly and achieved such immediate buy-in is a testament to the professionalism and hard work of Momentum Digital Creative.
Head of Marketing
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