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A Meating of the Minds

A Meating of the Minds

Mindful Meats’ mission is to increase peoples’ access and connection to organically, sustainably raised meat through a fair and transparent system. Pearlfisher’s brief was to create a challenger meat brand that signals systemic change. Talking about the identity, Design Director at Pearlfisher, Matt Sia, explains: “We wanted to build the brand through the symbol of the cow. Nothing is simpler than the name. It is a short, sharp and direct expression of the business and we have combined the name with the visual in the form of a proud stamp and stencil. This can then be used and translated across all forms of brand communication from product to retail environment.” Adds Hamish Campbell, Creative Director at Pearlfisher: “We understand that change is hard and so we are seeking to challenge existing consumer habits through an arresting visual and verbal language and by introducing a new level of intimacy and connection to the product itself ‒ the cows. SEE MORE >


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