• First Light

    Creative Agency: Dow Design Ltd
    Creative Director: Donna McCort
    Senior Designer: Leonie Whyte
    Account Director: Rebecca Hamer
    Account Manager: Michael Statham
    Production: Carl Dixon, Ben Dean, Jamie Pettigrew
    Photography: Kieran Scott
    Project Type: Produced, Commercial Work
    Client: First Light Ltd
    Location: New Zealand
    Packaging Contents: Meat
    Packaging Substrate / Materials: Paper & Plastic
    Printing Process: Offset and Foil Stamping

    Grass roots.
    The roots of this grass-fed meat business is what inspired us to create a very individual, organic and bold identity for them. They are a small cooperative of inventive farmers and rule-breaking meat men, determined to find a better way to get better quality meat to market - global markets that is - with the profits going to those doing the hard work in the field. And that’s pretty much why we ended up with an expressive signature for their logo. It stands for the people of this brand - their personal accountability all the way from the hands-on, humane farming of some very individual animals, to the end user’s experience of their product; and to the creativity that seeded a new way, a better way for taste, for people, for animals and for business. That’s the marrow of a truly beautiful meat.

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