Our client was seeking a branding solution that could help cut through a lot of the negative press surrounding the beef industry. A transparent voice that could advocate for a healthy way to keep beef in your families diet. Our idea was a "straight from the butchers mouth" approach where we could start a conversation leveraging thought provoking copy to get people to rethink how they shop for beef. The visual direction is a nod to the classic primary color butcher paper signs used in store windows.