ADAPTING A
NEW ZEALAND 
PREMIUM MEAT BRAND TO THE CHINESE MARKET

Silver Fern Farms is New Zealand’s exporter of premium red meat. With China being a significant market for their business, they knew it was critical to successfully adapt their product locally.

 

The process started with extensive interviews with professional chefs, restaurant owners, and buyers to understand how the market perceives the category, how they viewed the brand, and what potential distinctive assets could be leveraged. With these findings, me and the team could better interpret what the brand positioning could look like in China and explore potential angles for communication, brand assets, and marketing.

 

From here, the right assets to drive consumer conversion have been fleshed out, which included logos, visual identity, point-of-sale, digital assets, brochures, banners, posters, recipe cards, e-commerce, and many more.

 

I then designed a brand and visual identity guidebook which incorporated the unique elements needed for China, while keeping it true to SFF’s original branding and ensuring consistency across all brand touchpoints.

 

With these assets, The Silver Fern Farm successfully launched in China in July 2020.