When Vic’s Meats decided to refresh their brand identity and packaging, they entrusted us with the seamless rollout of their bold new look. Our mission was to bring their vibrant colour palette and modern design to life across various touch points, ensuring a cohesive and striking brand presence in the market.

Background

Vic’s Premium Quality Meat, founded in 1996 by Victor and Anthony Puharich, began as a small butcher shop in Sydney. Over the past 27 years, the family-owned business has grown into Australia’s leading premium food retailer, renowned for its commitment to quality, honesty, and the traditional art of butchery. Vic’s has always emphasized innovation while staying true to its core values, and this commitment has played a significant role in its success.
 
Central to Vic’s philosophy is a deep respect for primary producers, recognizing them as the backbone of the industry. By offering award-winning meats once exclusive to top-tier restaurants, Vic’s has maintained its reputation for excellence and now extends this premium experience to the public through Vic’s Direct.

Our Approach

To achieve a seamless brand rollout, we engaged in multiple briefing sessions with Vic’s team and their brand agency. These sessions were crucial in understanding the essence of the brand and the desired direction for the new identity. Our approach included:
 
Product Design and Sampling: We collaborated closely with Vic’s to design and sample various packaging solutions, ensuring each product was both functional and aesthetically aligned with the new brand identity.

Market Research and Testing: Conducting thorough market research and testing was vital to gauge consumer response and refine the designs to meet market demands.

Colour Control: Given the importance of the new vibrant colour palette, we implemented strict colour control measures across all touchpoints to maintain consistency and visual impact.

Deliverables

Our team worked on a variety of packaging formats and brand materials, including:

• Frozen Food Boxes
• Lasagne Boxes
• Ready-to-Go Kits
• Spice Tins
• Totes
• Butchers Paper
• Bottles and Jars
• Pouches

The Result

The result was a consistent and captivating brand presence that truly stands out in the market. The refreshed packaging not only reflects Vic’s commitment to quality and innovation but also ensures that the brand remains unmistakably recognisable. By aligning the visual identity with the brand’s core values, we helped Vic’s Meats strengthen its position as a leader in the premium food industry, appealing to both loyal customers and new audiences alike.