23B Pollen Street, Cnr Crummer Road
Grey Lynn, Auckland, 1021
09 306 4140





We were handed an amazing brief and opportunity from our client, Wilson Hellaby, a century-young abattoir -- with the sole mission of design and activating their new brand Saleyards Road. The brand was built to take premium angus beef to the market; especially high-end butcher marketplaces and elite restaurants, who offer the highest level of dining experience.


We explored visual design aesthetics under a historical and legacy context; whilst bearing in mind the future of the company in the marketplace; both domestic and international markets. The brief demanded a new brand to co-exist and refresh the entire brand architecture. Our aim was to create an identity that would stand for incredible quality, renowned procurement and timeless brand essence. 


We produced a brand identity suite, packaging design and marketing rollout that brought a new level of character and integrity to the Wilson Hellaby brand family. Restaurants, butchers and high-end retailers have all expressed appreciation and devotion to the new Saleyards Road meat product groups; and have experienced high-uptake & remarkable customer satisfaction.




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