Diamantina is the premium beef brand owned by Stanbroke, the largest vertically integrated cattle station in the Southern Hemisphere. Stanbroke is owned privately by one family. With plans for consumer expansion into the Asian market the brand needed a complete overhaul. The current logo was hard to read for non-English speakers and was far from premium. First we designed the crown, then paired the name and tagline with a classic sans serif typeface. The crown and typeface together create a timeless elegance that is, well regal, just like their beef. We rolled the brand out across every touchpoint you can imagine. The ultimate reward was one of the owners saying that the logo is perfection and the brand good enough to eat.
After we designed the crown, we paired 'DIAMANTINA' and AUSTRALIA's PREMIUM BEEF' with a sans serif called Johnston Underground. Johnston Underground was the first san serif typeface based on classical inscriptional Roman letter from AD113.
Designed by Edward Johnston in 1915 for the London Underground and still in use today.
The crown and typeface together create a timeless elegance that is, well premium, just like their beef.
called Johnston Underground. Johnston Underground was the first san serif typeface based on classical Roman proportions from AD113. Designed by Edward Johnston in 1915 for the London Underground and still in use today. The crown and typeface together create a timeless elegance that is, well premium, just like their beef. Stanbroke came to Tonic with an interesting challenge. They were reasonably well established in the supply-chain side of high-qualitly Australian beef, but were interested in reaching out to consumers directly. For this they needed to refresh their existing Diamantina brand into something more prestigious and modern.
Before
After
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