Horsemeat Company Rebrand

 

  

I was free to choose any topic for this piece of degree coursework and I really wanted to choose a brief that would be challenging and push me to the limit. I developed a very controversial subject at the time; the consumption of horsemeat. Could I make this novelty meat, which is a perfectly acceptable form of food in many countries, appetising to the British public?

The final product designs I created are subtle in their appearance so they wouldn’t cause a stir or protest in a supermarket, but they stand out enough to grab the attention of those looking for something new and different, i.e. my target audience.

The horse shape used on the designs is again understated so as not to cause offence.

The palette I have used works very well together. The green and cream represent nature and freshness, and the contrasting black creates the feeling of sophistication and superiority; showing it is a premium product.

The explanatory ‘our story’ section appears noticeably on each product as I think people will want an explanation about how the meat got to the supermarket shelf, and hopefully when they read it they will understand that there is nothing ethically wrong with eating it.

For those still undecided, I created a company brochure to sit alongside the product range offering answers to any doubters and the little nudge to those on the fence.

The burger and sausage packaging use a sleeve design which works well for these types of food, and the steak is packaged within a carry box with handles. Steaks are a better quality product as they are generally a premium cut of meat and not reconstituted like burgers and sausages, therefore I felt it was necessary to differentiate this and create a higher quality container.

All the designs use the same typography, colour palette and information.