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.
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.
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.
Mac & Son
WHAT WE DID
Brand identity, packaging design.