Boyne Fresh approached us to create a brand and visual tone of voice for a range of 100% Irish, Bord Bia Quality Assured steaks, roasts, hams and mince as well as prepared cuts of pork and chicken.
Inspired by the rich food heritage of the Boyne valley, our strategy was primarily provenance driven and grounded in Celtic iconography to create a brand mark that was distinctly Irish, unique to the region and instantly relatable to customers.
The packaging design system allowed for the meat to be the hero, creating an instant trust with shoppers. The recycled brown card was chosen as a subtle nod to the traditional butchers craftsmanship and skills. These same skills that are at the heart of everything they do in Boyne Fresh.
The modern treatment of the brand mark and the clean contemporary typography proposed a simple and uncluttered design system. With convenience always helpful for today’s busy lifestyles, the cook time featured prominently on front of pack with concise cooking instructions on back of pack. A traditional tone of voice was reflected in the photography chosen for the visual language of the brand. We wanted to showcase the delicious recipes Boyne Fresh offer and how their range can make family mealtimes tasty and that bit easier to prepare.
