COMING FROM A LONG LINE OF FARMERS SINCE 1888, OWNERS TIM WHITE AND CHARLIE CHRICHTON ARE DEDICATED TO BRINGING THE BEST CUTS DIRECTLY FROM THE PADDOCK TO THE PLATE — ETHICALLY AND SUSTAINABLY RAISED, PURELY GRASS-FED, HORMONE-FREE, AND 100% TRACEABLE.

  • Client:
  • 1888 Certified
  • Services:
  • Brand Identity
  • Art Direction
  • Art Creation
  • Print & Packaging
  • Signage

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Context & ChallengeWhen Charles Crichton bought “Kyle” in 1888, he laid the foundations for generations to follow. 1888 Certified is committed to the highest quality and traceability of its products.

When they moved their retail store into Sydney’s high-end suburb of Double Bay, they needed a brand that reflected their premium difference against most products in the market. In telling its unique story, the brand needed to feel accessible enough for a mid-week meal but be a clear step up from the supermarket.

Context & ChallengeWhen Charles Crichton bought “Kyle” in 1888, he laid the foundations for generations to follow. 1888 Certified is committed to the highest quality and traceability of its products.

When they moved their retail store into Sydney’s high-end suburb of Double Bay, they needed a brand that reflected their premium difference against most products in the market. In telling its unique story, the brand needed to feel accessible enough for a mid-week meal but be a clear step up from the supermarket.

Point of DifferenceWith so many buzzwords and gold-foiled stickers adorning the meat section in supermarkets, we needed to educate the buyer. The strapline ‘Quality Meats Origin’ is a fun take on the product’s unique POD: being 100% traceable, as well as of the highest certified farming standards. It features strongly in local marketing on the busy strip.

Brand NarrativeAs apparent in the brand name, the family legacy and heritage are quite a unique and inspiring facet of the business and something we wanted to celebrate. For the brand imagery, we got the owner to literally open his family album, to share imagery and stories that reach all the way back to 1888.

PackagingThe visual identity marries authenticity with finesse. Clean lines, smart typography, a reduced colour palette and a gold finish set the brand apart. The packaging includes authentic butcher’s paper, pre-packaged trays wrapped in cardboard slips that balance product exposure with a clean look, and supporting pantry packaging that can proudly sit on the table.

Point of DifferenceWith so many buzzwords and gold-foiled stickers adorning the meat section in supermarkets, we needed to educate the buyer. The strapline ‘Quality Meats Origin’ is a fun take on the product’s unique POD: being 100% traceable, as well as of the highest certified farming standards. It features strongly in local marketing on the busy strip.

Brand NarrativeAs apparent in the brand name, the family legacy and heritage are quite a unique and inspiring facet of the business and something we wanted to celebrate. For the brand imagery, we got the owner to literally open his family album, to share imagery and stories that reach all the way back to 1888.

PackagingThe visual identity marries authenticity with finesse. Clean lines, smart typography, a reduced colour palette and a gold finish set the brand apart. The packaging includes authentic butcher’s paper, pre-packaged trays wrapped in cardboard slips that balance product exposure with a clean look, and supporting pantry packaging that can proudly sit on the table.

“If meat had a luxury brand it would be 1888 Certified. (…) We love the branding and feel it has been a large part of building our brand and it’s ongoing success.”

Tim White. CEO, 1888 Certified

Collaborator

Location Photography — Damian Bennett

Awards

AWARD 2016 — Silver
Graphis Awards 2016 — Silver
Best Boutique Butcher in Australia — Australian Traveller Magazine 2017

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