Bindaree Beef Case Study
ABOUT BINDAREE BEEF
Bindaree Beef grew from a family farm into one of Australia’s largest meat processors and a prominent leader in the Australian meat industry. Bindaree Beef continues to be a family owned and operated business today; a business built on a reputation for product quality and business integrity. Bindaree Beef is an ambassador of the Australian meat industry by exporting Australian quality to the world – their commitment to excellence.
It is a family owned and operated processing plant at Inverell in northern NSW, capable of processing 1,300 cattle per day and employs over 800 people from the surrounding region. This operation is strategically located to ensure that Bindaree Beef can source cattle 12 months of the year.
WHAT PROBLEM WERE YOU TRYING TO SOLVE WITH OUR PRODUCT OR SERVICE?
Bindaree Beed was the family umbrella brand to support all the individually branded products. The logo was already developed, however, the complete branding was taken to another dimension by the gold Coast graphic Design team. The design elements needed to be clean, clear and provide a simple yet recognisable palette to successfully work in support of the other brands. It also needed to retain links to its history. for this, focus was placed heavily on the ethos of: Pride, Passion, flavour.
Bindaree Beef requested an overall update to their main company in addition to the individual branding for several of their upcoming sub-brands. gold Coast graphic Design developed the brands to represent their individual products to each of their targeted markets. The brands ranged from hand selected top 2% quality beef for high end restaurants to delicious products for local delis.
They singled out 6 types of cattle that through MSA (Meat Standards Australia) Grading we highlighted as being some of the best beef in Australia. We then spent time developing the brands and the pathways for those cattle to be identified and delivered to consumers. Bindaree Vintage, Cape Byron, Fernhill Road, The Chairman, The Trinity and My Family Butcher.
WHAT MADE YOU CHOOSE OUR PRODUCT OR SERVICES?
Bindaree Beef being located in a rural area looked at sourcing a creative agency in Sydney. They found the process to be unsucessful and very timely/costly. Kelly’s team was refered by a marketing collugue who found the process of coming into the studio and liasing directly with the team to be incredibly effectent. This process is not commonly available but can be be invaluable. The turn around times where faster, the level of designs excelled the companies expecatations and the budget needed was a fraction in relation to Sydney/Melbourne agencies.
WHAT HAS BEEN THE OUTCOME?
Since re-branding, Bindaree Beef has had great success in many areas of the business and in the beef industry International-wide. Of the six brands entered into just three categories, all six won a place at the Melbourne 2014 Royal Melbourne Fine Food Awards. Five of those brands also won places at the Royal Queensland Food and Wine Show Beef Branding Competition.
Sales Tracked at 80% above budget.
Product recognition and brand awareness is so much higher than anticipated. Restaurants are now wanting to mention the brands on their menus. Some of these include Moo Moo Wine Bar & Grill, Norman Hotel, National Golf Club, The Melbourne Club and Crown Casino.
The brands have been launched overseas, 6 months ahead of schedule. As a result of the awards, Bindaree Beef has caught the eye of many worldwide. A large order has been received from London as a direct result of them seeing the packaging design and the Raffles Hotel in Singapore have already taken the product on. Other new international customers now include Conrad Hotel HK + Maccau, Hong Kong Jockey Club and Hilton Group Beijing Region.
100% Of All High End Sydney Butchers Now Stock Bindaree
All Product Brands Have Won Medals In Brisbane & Melbourne Competitions
A 2.5 Million Dollar Order Was Received From London After The Success Of The Awards
Numerous Butcher shops have asked to have their interior decked out with permanent wall posters and a range of the brands, so they can align themselves with the new brands and the quality they purvey.
THE FEEDBACK?
"Gold Coast Graphic Design have had such a positive effect on our company. After a few less than satisfactory experiences with other designers, it was a breath of fresh air to find them. Although only a small studio, we were so impressed with the level of personal service and the fact that we were taken care of in such a warm and friendly setting. The team are always just a phone call away and we know that we can rely on them.
The success that has come from our newly launched brands has been unfathomable. We are so pleased that the brands have taken so well and we have the utmost confidence to continue down this path with the Gold Coast Graphic Design team by our side. We thank them for helping us to turn our beef into a commodity that has driven us to be the Rolls Royce of the Australian Beef Industry. We cannot wait to see where this takes us next".
- Andrew McDonald, General Manager, Bindaree Beef
