Primebeef makes and supplies high quality artisanal meats to Filipino households and businesses. Their team of artisans and meat experts have continuously raised the bar not just in the way they make their meat, but also in how they've always strived to make it more affordable, more convenient and more enjoyable. With over 25 years of dedication, quality and service under their belt, they needed to be able to communicate this legacy through the way the look, speak and feel.
Creative Direction: Lester Cruz & Kookie Santos
Lead Strategy: Kookie Santos
Lead Design: Paolo Geronimo
Design: Lazir Caluya
Illustration: Arianne Lee
Website Design: Ross Du
Food Photography by Cereaal Studio
Having been around for a while, the approach we took for Primebeef's identity makes use of longevity and experience in the industry as leverage. A classic and rustic look guided the development of the brand. Balancing a professional vintage mix of fonts that meant business, with a warm, quirky tone that expressed personality, resulted into a classic look that one can easily trust.
The logo is a simple emblem icon combined with sharp, utilitarian type. At its core is the crowned Primebeef cow, highlighting their passion for making the best, highest quality meat one can find.
To complement the logo, vintage-style seals and badges were created to further spotlight their penchant for creating good meat and to also help differentiate among the kinds of meats they offer. Each badge uses the distinct crown placed on the original Primebeef cow.
Meat education is also an important aspect of the Primebeef brand. As such, we created diagrams that helped explain and illustrate the different cuts of meat that are suitable for consumption. We also made stamp-like illustrations of all the available cuts, that may also be used and applied for different collaterals in the long run.
Balancing expertise with quirk, we wrote some playful copy set in vintage type to exude authority and legacy. We also helped provide overall creative direction for their brand photography to help communicate the passion and mastery of making the craft of meat an art in itself. These foundations for their identity were then used to create different applications for the brand.
Primebeef also takes pride in how much thought was put into their customer experience, from the smallest to the biggest details.
We also designed their packaging for their customers to take home not just good meat, but also a warm, rustic feeling that the Primebeef brand hopes to deliver.
A custom sticker was designed to intuitively display product information and where store attendants can handwrite more specific details for customers. The meat type badges were also used here to indicate the type of meat.
All these details came together in their product catalog and their website, that both shine a light on their commitment to excellence, their passion for the craft of meat and their dedication to bring this to many Filipinos.