In the rapidly emerging middle class of China, demand for quality products and produce is on the rise, with quality beef a key part of this boom. As a premier beef exporter to the country, L28 recognised that the time was ripe to accelerate their growth and stake their claim as the most coveted Australian beef brand in China.
Having lived and worked extensively in China, L28’s leadership team already had created a strong foothold in market, but wanted to better understand their client base and build greater brand loyalty. Via strategic workshops and with support from specialist Chinese consumer consultants, we co-created customer profiles and a renewed brand strategy and positioning. Through this evolved brand personality, authentic tone of voice and visual identity, we provided a framework for L28 to own and drive the ‘Aussie beef lifestyle brand’ throughout China and create desire amongst a new target audience.
The reimagined brand shifts away from the outback clichés and evokes the contemporary casual Australian lifestyle of BBQs with family and friends, easy-going summer afternoons, and a love of the outdoors. A laidback palette of colours, typography and messaging is brought together by the connecting ‘latitude’ line device, inspired by the 28th degree of latitude on which their farm resides.