Kysen creates marques for meat

Kysen has designed two quality standard marques for the English Beef and Lamb Executive, which will appear on all approved meat products from this month.

Targeting consumers, the marques aim to communicate the superior quality and the English provenance of beef and lamb products that have met the EBLEX quality requirements.

Neither marque features the EBLEX logo, but they have been created to act as the organisation’s brand in the consumer marketplace.

According to Kysen senior art director Annie Tidyman, the group was briefed to create an image that captured the quintessential elements of the English countryside. The marques feature ‘simplistic, clean and idealistic’ illustrations of rolling fields complemented by a ‘modern, fresh font’, she says.

‘The illustration represents the perfect image of the English countryside, with its green fields and blue skies,’ adds Tidyman.

The group was appointed to the project 18 months ago, following a credentials pitch to the Meat and Livestock Commission. In addition to the identities, the project also included a brand manual and a series of qualitative and quantitative consumer research programmes.