Kingsway meats curates the world’s finest meats from around the world and specializes in Wagyu Beef. Navigating a category where most products are non-branded at the butcher counter or within meat fridges, and being presented to buyers at retailers who often are unaware of what Wagyu Beef is, Kingsway products were not getting the attention they deserved to consumers. We needed to redefine who Kingsway was talking too, build awareness for the brand and what it stands for, standout within a sea of monotony; and build familiarity for those in search for premium meat products. We established the motivation to buy high quality meats that had to be Kingsway.
We needed to develop a compelling strategic and creative positioning for Kingsway based on our comprehensive knowledge of the target audience, market insights and Kingsway’s brand truth.
Whether it’s to experience a restaurant-like experience at home or a small luxury, the target consumer wants to elevate its food experience. We positioned Kingsway Meats to meet these consumer’s needs by communicating the Company’s extremely high standards for taste, sourcing, genetics, impeccable animal welfare, breeding quality; and overall standards. We positioned Kingsway as the sommeliers of fine meats. We expressed this new positioning by creating a brand that is rich in imagery and content. The new brand identity showcases the premium product and educates consumers about what differentiates Kingsway from other beef and Wagyu offerings. Owned illustrations bring the brand story to life while delivering a whimsical playfulness and premium tone to the products.
The new design system is expressed on packaging and with a refreshed website (kingswayfinestmeats.com). The design differentiates the brand on shelf and on-line. Since the rebrand, Kingsway meats has increased their listings at new retailers in addition to extending their portfolio line-up.