WESTHOLME
A Wagyu beef producer, now serving land stewardship. Westholme is a decade-old Wagyu beef brand from a 200-year-old northern Australian agricultural company. They needed a new brand position that told their authentic story. Buoyed by conversations with their sustainability and nature management teams we re-centered the brand around its most enduring asset—the land.
Brand Narrative
Brand Design
Creative Strategy
Brand Narrative
We shifted the brand from glamorizing cowboy culture and indulgent dining to discussing land stewardship, native forage, and diverse food cultures. The crowning piece was the development of a new global trademark, Nature-Led.
Nature - Led
NEW GLOBAL TRADEMARK
THE WESTHOLME FIELD GUIDE
Brand Design
Our brand design approach prioritized drawing from the land. Symbols, marks, and color palettes were inspired by traditional practices and the palettes of real places from Brisbane to Darwin.
PROGRAM PACKAGING
Brand Collateral
Extending the brand design to the physical world was an exercise in bringing our two worlds—outback cattle stations and restaurant kitchens—together in meaningful ways.
Brand Storytelling
Articulating the brand narrative across a new website, content, and email newsletter further bridged the gap between chefs and cattle workers and took people on the ground to discover Nature-Led Wagyu for themselves.
Brand Launch Campaign
The brand’s first-ever global brand campaign brought this new positioning to chefs around the world with a simple approach that summarized how their work stewarding the land makes higher quality beef, “Nature Leads, Flavour Follows.”
Event Guide
A core expression of the brand experience are tasting and event series with chefs. We created a guide to extend the language and concept of Nature-Led to these activations in a seamless manner, employing experiential medium.
Images in this section were curated prior to events, and so are inspiration and not owned or created by us.
COLLABORATORS
Evan Robinson, DP Motion and Photography on station AUS
Jen Lee, Art Direction, Graphic Design
Daniel Chae, 3D Rendering
Cause + Effect, Campaign Video Edits
Gentl & Hyers, Campaign Imagery
Sorry Studio, Email Design and Development
R/GA, Website Development
Assignment Studios, Wordmark Development