Design for a New Brand of Meat Products Offering Top-Quality Fresh Produce
Design Bureau Izvorka Jurić - SLAST & MAST
"SLAST&MAST is a new brand of meat products offering top-quality fresh meat such as steamed steaks, sausages, and traditional cured meat products with a common value of superior natural quality, organic breeding and free-range and natural farming.
The task was to design a premium but a modern and easy-going brand that will communicate brand values in simple and laid back way. The task for packaging was to be low budget but designed in such a way that it looks like logical packaging choice and in balance with brand values.
VERBAL COMMUNICATION includes naming of the brand, slogan, headlines and product descriptors. The tone of communication is always clear, direct and personal, thanks to words and phrases that are short and simple but in the same time strong and convincing. We also use rhyming whenever possible to make the communication more memorable.
SLAST&MAST – in Croatian literally: relish / delight & fat. Together, these two words form well-known Croatian idiom meaning the abundance of things that are desirable and give pleasure.
The original illustration of a specific breed of animals is specially commissioned from USA artist Sarah Petkus.
The IDENTITY is designed in a combination of old-style illustrations of the animals with strong and bold typography and color scale. The twist in the identity communicates the main brand value (tasty/relish/delight experience) – the red tongue that is integrated into an ampersand character and added to illustrations.
The MODULAR system of packaging is designed to pack various pieces of meat that often vary in size and diameter, so it is necessary to design a system that would function in different sizes and specific forms. It is also a low budget packaging system with natron paper and boxes and two-color labels in different sizes and for four types of meat.
Here are some photos from the Burger Festival, where visitors could taste SLAST&MAST burgers, steaks and sausages, but also buy some fresh and juicy piece of meat in a butcher shop on wheels."
Design Agency: Design Bureau Izvorka Jurić
Brand / Project Name: SLAST & MAST
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Brand Strategy, Consumer Brand Naming, Consumer Product Naming, Consumer Product Brand Architecture
Design Deliverables: Consumer Branding, Consumer Visual Brand Identity, Consumer Graphic Packaging Design, Consumer Structural Packaging Design
Market Country: Croatia
Market Region: Europe
Project Type: Agency Commercial / Published
Project Category: Fresh Food
Packaging Format: Bag, Box, Bucket, Sleeve, Sachet, Wrap
Substrate / Material: Pulp Board, Pulp Carton