Proud to Present: a brilliantly energetic brand for The Pure Meat Company
Tom Cunningham is one very cool guy. A first generation farmer (you don’t get many of them!), he is boldly building his farm in the rolling Kent countryside. Currently home to an expanding flock of Tamworth pigs and Romney sheep, Tom will soon be welcoming Longhorn cattle to the farm, all of which are raised for meat in a way which is the total opposite of the fast-and-forced methods that are so widely seen in commercial farms.
The Pure Meat Company is a brand new business that’ll deliver high grade, naturally raised lamb, pork, beef and turkey to customers in Kent and the surrounding counties. Having become frustrated by the ethics of the farming and food production industry, Tom believes that there’s a better way to produce meat, working in harmony with nature to raise native breeds as naturally as possible to the highest of welfare standards.
Tom passionately believes that as a society, we have become dangerously disconnected from the story behind the meat we eat, becoming accustomed to cheap supermarket meat with little thought to how it’s possible to produce meat for so little. Fortunately, tides are changing and there’s a growing consciousness amongst consumers that generally speaking, supermarket meat does nobody any good. Awareness of the poor welfare that factory farmed animals endure is on the up, bringing with it a growing concern that the meat these animals produce is neither good quality, nor particularly good for our health. People are starting to question the provenance of the meat they buy, generating an increased desire for high quality, sustainably produced meat that people can trust. More and more, consumers have a strong desire to buy high welfare, provenance assured meat with no nasties. Whether motivated by seeing better welfare standards for animals, or by avoiding produce of dubious quality and origin that’ll negatively impact on their health, they have an appetite for something different and a willingness to pay a little more for quality local produce.
The Pure Meat Company believes in farming using traditional, sustainable farming methods. Tom believes in allowing farming cycles to run as nature intended, which means that his animals are allowed to mature slowly at their own pace, rather than being pumped full of feed that's been engineered to create rapid growth. He believes in caring for and respecting his animals, who lead a completely free range lifestyle in as natural an environment as possible. The aim of The Pure Meat Company is to offer consumers an alternative to high volume farming - a kinder way of farming that's honest, ethical and reconnects people to the food they eat.
Colour psychology season personality
Grounded, passionate, earthy, honest and rooted in the countryside – the season personality for The Pure Meat Company could only be Autumn.
Autumn personalities are warm, curious and hard working. They’re insanely sociable and make friends easily. Often with a rebellious streak running through them, they’re unafraid to break with convention and do things differently if they believe there’s a better way. They have a strong moral compass and behaving honestly and ethically – they loathe injustice and would never champion a cause that they didn’t genuinely believe in. Autumn personalities have a strong affinity with animals and nature, and are happiest outside.
Autumn brands are strong, substantial and bold. They’re quirky, unusual and the absolute opposite of commercial, mass produced brands. Could there be a more perfect description for The Pure Meat Company?
This brand is all about substance, character and simplicity. We love the simple but oh so impactful typography – a contrast of traditional san serifs and characterful serifs woken up with an energetic brush script that introduces the flair and flourish of a brand that’s all about the personal.
This brand absolutely cried out for hand illustrations and Derek did a sterling job of creating four illustrations to represent the sheep, pigs, cows and turkeys which The Pure Meat Company will be raising. Crucially, we wanted these to look a little different to the style you might expect from this kind of business, so we deliberately chose unusual poses to create something more distinctive.
Many of Tom’s competitors are long established family farms which have a whole tonne of heritage behind them, and feel predictably traditional and nostalgic to reflect that. The Pure Meat Company is different - Tom is a first generation farmer and an energetic start up brand with all the exuberance that this entails, so we wanted to make sure that this was reflected within the brand. Aside from the warm, intense and bold colour palette, we made sure that the imagery used within Tom’s brand contains plenty of warm, golden light which lends a warm, wholesome and friendly feel that quickly sets him aside from others.
Due to the nature of his farming methods, Tom has a very limited amount of meat for sale and thanks to early success he will easily sell out this year, enabling him to invest back into the farm and continuing to grow his farm. We can’t wait to see what he does next!