CHALLENGE

Create a new artisan food brand that captures the handmade quality of the product (biltong) and the larger than life personality of its South African creator, chef Malcolm Lee.

INSIGHT

Curing meats is a very skilled operation. To be credible to gourmet foodies, we needed to accentuate the ‘lovingly handcrafted by a professional’ aspect of the brand story.

SOLUTION

A simple logo was created but the hero on the pack is a humorous illustration of Mac himself. His apron divides the pack and creates a nice container lock-up for the logotype and product description. For a spicy variant, we made a simple adjustment to Mac’s rosy features, showing his reaction to the added chilli.

CLIENT

Mac & Son

SECTOR

FMCG

REGION

UK

WHAT WE DID

Brand identity, packaging design.