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At first we were commissioned just to come up with a positioning for First Light. They had done a lot of research with their consumers in North America and needed to pull their brand story together for better success in that market. They had already been working with a brand consultant, but didn’t think he had cracked the positioning.
Enter Dow. No pressure.
Once we had gained First Light’s confidence with a new brand positioning they loved, we got the job to redo the identity. Our idea was to bring to life the personal commitment behind this brand. That’s why the logo looks like a signature; the ultimate personal endorsement is when you sign your name to something.
We also wanted to use it in a very bold, individualistic way because this group of inventive farmers and rule-breaking meat men had broken a lot of precedents to get where they are today.
We used a beautiful letterer to create the logo, and some very sexy, dark photography. Because raising meat right is not for sissies.
Photography & Styling: Kieren Scott
Chef: Geoff Scott