Meat Street
Good Vibes Only
Meat Street is all about flavour, freshness, and accessibility, bringing quality meat products to supermarket shelves across New Zealand, at a value-driven price point. But beyond price, the brand is built on a sense of community. Underpinning Meat Street’s ethos is the idea that these are the kinds of products you want to share with your ‘street’.
The challenge
Meat Street was a new player in a competitive supermarket space, and needed to make an immediate impact on the shelf.
The challenge was to create a visual identity that would stand out visually and build instant recognition in a category where customers often make split-second buying decisions.
Designed for busy households, the brand offers something for everyone. Meat Street was developed as an accessible, value-focused meat brand for supermarkets, positioned in the 3 for $20 range. The branding needed to communicate this positioning while still feeling vibrant, appealing, and full of personality.
The strategy
Our goal was to create a visual identity that was bold, approachable, and instantly recognisable.
We developed the Meat Street brand from the ground up, creating a visual identity inspired by the energy of street-food culture. The packaging was designed to balance a strong shelf presence with clear communication. We used high-impact typography and a suite of vibrant neon-style illustrations on a dark background, delivering a punchy, modern, and urban feel. The design also made it easy for shoppers to quickly identify their preferred products and flavour profiles.
The results
The Meat Street visual identity commands attention and tells a flavour-forward story.
The Meat Street branding and packaging delivers a strong, shelf-ready presence. Clear hierarchy, bold typography, and strategic colour coding make it easy for customers to navigate the range, while the overall look reinforces Meat Street as the ‘go-to’ choice for everyday families.
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