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American Lamb
Goal
American Lamb needed a new brand identity and website that would appeal to a younger audience and compete with the New Zealand lamb industry.
Services
American Lamb came to us looking for a way to reinvent their brand, appeal to a wider audience, and compete with the behemoths of the American beef and chicken industries, as well as the New Zealand lamb industry.
We set out to make lamb seem less like a meat for holidays and special occasions and more like an everyday American meat that could be part of any meal.
We wanted the mark to emphasize the American aspects of the brand and to be a symbol of quality on meat packaging. We designed the logo to look like a stamp or seal and took a modern approach while still emphasizing the heritage of the brand.
The American Lamb project was awarded “Best Rebrand” in the 2015 American Marketing Association’s Max Awards. Read more here.
In preparation for building their new website we worked with a food stylist and a food photographer. We bought an entire lamb to cook and photograph. What resulted was a collection of beautiful photos of delicious lamb cuts and dishes. We used these photos for the homepage and the cutting board page of the website.
