Richmond New Zealand 

As New Zealand's largest meat exporter, Richmond had made significant strides in process and product development.

However, in order to satisfy the increasingly sophisticated and discerning buyers at the premium end of the international market, it was necessary to instill a stronger customer orientation along the company's entire value chain.

To build a global brand strategy for New Zealand's largest meat export company and to concurrently convert the ethos of the company and its strategic partners to a new set of values based on value over volume and food appreciation.

Traditionally, New Zealand meat companies have reflected greater commodity thinking as opposed to value-added thinking.

The 'New Zealand Farm Fresh' concept proposed by BRR sought to bring fresh ideas, a fresh approach and fresh attitudes to the age-old business of meat.

The iconography and colour grid developed for Richmond assisted in communicating the new strategy of a value chain emphasising the profitable partnerships that go from plough to plate.

The complete identity communication package covered every aspect of promotional collateral, a highly interactive website, and new retailing concepts.

A 'World Circus of Flavours' interactive exhibit was also built for trade shows and launched at the Anuga Food Fair in Cologne, Germany.

Throughout Richmond, there was a noticeable shift in mindset towards greater appreciation of end-user perspectives.

These were reflected in wide-ranging enhancements in areas such as client relationships, promotional collateral, product offerings, product traceability and in-market presentation and merchandising.

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