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.