NCMC Foods is one of Australia’s largest veal and beef businesses, based in the beautiful Northern Rivers region of NSW. With beef and veal brands including Fairlight, Richmond Valley Veal, Queens Veal and Three River Farms, NCMC’s products are found in major supermarkets, independent butchers and on restaurant menus domestically and internationally.
NCMC Foods partnered with the Red Candy team to undertake a brand strategy, architecture, packaging and communications project for their Australian retail brands, Three River Farms and Richmond Valley Veal (more on the larger project soon).
What we did: Packaging Design, Food Styling, Food Photography, Copywriting.
For the Three River Farms packaging project, we were challenged from a design perspective to attract shopper attention in a homogenous product environment – most meat products are reddish pink and vacuum packs or packed into MAP trays. In addition, the meat cabinets are recessed and the product lays flat on the shelves.
The meat category is also characterised by product visibility being of primary importance for shopper experience. We were challenged to work with small real estate to revitalise the Three River Farms veal brand into the champion of a lagging category – fresh, natural, local and approachable.
The Red Candy design team first scouted the supermarkets and butchers to understand the colour schemes at play in the meat sections for beef, pork, poultry and lamb.
We discovered that veal’s main competitor, beef, plays into heritage and natural colour palettes while very few brands are leading with fresh, vibrant colours.
With this in mind, we elevated the bold blue in the existing Three River Farms logo and designed a custom background texture that could be used across other brand touchpoints as a brand asset. We also emphasized the word ‘veal’ to aid speedy purchase decisions.
The textured watery blue background not only represents the three rivers that run through the homeland of Three River Farms – the Richmond, Clarence and Tweed Rivers, it also adds visual interest and energy to the packaging.
Finally, consumer insights revealed that when it comes to veal, they’re uncertain as to how to cook it, and what to serve it with. We got to work shooting custom recipe imagery for use on-pack, as well as throughout Three River Farm’s website, collateral and social media.