Client : Farmland Foods, Inc.
Opportunity: During the late 1990’s, consumer uncertainty in the Japanese meat industry (due to the occurrence of mad cow disease) created a window of opportunity for foreign meat producers to enter or increase their presence in the market. Following the lead of foreign beef producers, Farmland Foods had been exporting lower-priced pork products with little success. Research revealed that unlike in the meat market, the opportunity in the Japanese pork industry was in the export of higher-end products.
Solution: Create a name brand and image for the high-end pork product category that would be carried through in packaging, promotional materials, and advertising.
Responsibilities: Strategic Concept, Naming, Branding, Creative Direction (Promotional Collateral Design/Layout), Design (Package Label).