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.
Before
After
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