With a wide range of meat sourced from Denmark, Danish Crown identified that there was a requirement to also offer a range of British meat to satisfy the demand from chefs who want to ‘buy British’.
We applied our Jellybean sweet spot model and worked in partnership with Danish Crown across a workshop style brand day to define the new ‘British’ brand taking into account the master brand of Danish Crown.
After the workshop brand day we then continued to brainstorm brand names and in consultation with Danish Crown agreed on 1887 and set about developing the logo options and mood boards to set the style for the brand, bearing in mind the brand blueprint, chef target audience and market dynamics.
The logos and mood boards were then researched both internally and with customers. Based on the feedback the logo and strapline were selected and then refined, and the butchers / chophouse styling chosen as a brand style. We then developed collateral in line with this direction to bring the brand to life.
“The Danish Crown branding project began with a day branding workshop that really helped us define our key messages and brand positioning. With direction and consultation from Jellybean as facilitators, we left with a clear idea about which direction we’d like to take our new 1887 British product range brand and how it would complement our existing portfolio. I’d highly recommend this process for aligning management, sales and marketing; it ensures all stakeholders understand the brand identity and are communicating and living the brand in the same way; a very helpful foundation.
During the creation of the 1887 brand itself, the Jellybean design team produced a fantastic selection of potential mood boards and logos; we were spoilt for choice and even had too many great options to choose from! I am very happy with the finished result; the time Jellybean took to understand Danish Crown’s needs as a business is reflected in how accurately the new artwork portrays our product and company story. Thank you!”
Anna Bradbury, Head of Marketing & Communications, Danish Crown UK
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