Harvey Beef Gourmet Selection
elevating flavourful excellence
In 2022, we successfully revamped the entire Harvey Beef retail packaging range. Now, a fresh challenge emerged: creating a sub-brand within this range. Enter the Harvey Beef ‘Gourmet Selection,’ designed to elevate the beef retail portfolio to a higher tier of excellence.
Positioning Strategy:
Existing Positioning: The Harvey Beef retail range currently occupies the ‘Better’ positioning tier. It caters to discerning consumers seeking quality beef products.
Gourmet Selection’s Ascent: The new sub-brand, Harvey Beef ‘Gourmet Selection,’ aims for the ‘Best’ positioning. These premium products feature flavour infusions and carefully selected herb combinations.
Elevating Everyday Meals: By enhancing flavour profiles, the Gourmet Selection transforms ordinary meals into extraordinary dining experiences. We let the product’s natural appeal shine through minimalistic packaging.
Brand Architecture: The design of the Harvey Beef ‘Gourmet Selection’ seamlessly integrates with the existing brand architecture. As a distinct sub-brand, it successfully elevates itself from the main retail product range.
scope of work:
brand identity
brand guidelines
packaging design
pack renders
artwork production
