Branding and marketing for Australian wagyu beef company, Cobungra Station Wagyu.
Expertise
Beef Branding design & Delivery
Website Build & Deployment
Brand Narrative & Copywriting
Boxed Beef Carton Branding
Brand Guidelines
Videography & Photography
Project scope
BOXED BEEF BRANDING AND MARKETING DELIVERY FOR Brand new, luxury AUSTRALIAN WAGYU BEEF BRAND, COBUNGRA STATION WAGYU.
Cradled at the foothills of Mount Hotham and nestled amongst the Victorian Alps, Cobungra Station encompasses vast expanses of pristine alpine fields and free-grazing land. Popular Demand Agency delivered a branding and marketing suite, including brand identity, website design, expert beef industry copywriting, and photo and video assets for the market launch of Cobungra Station Wagyu.
Positioned as a top-tier, luxury product within the highly-esteemed Stone Axe Pastoral Company portfolio, Cobungra Station Wagyu’s brand demonstrates a wagyu product of incredible quality, raised in pristine natural surrounds.
About the brand
Characterised by its high altitude location at the foothills of Mt Hotham, home to lush pastures intersected by crystal-clear streams, Cobungra Station produces some of the finest ultra-premium wagyu in Australia.
Popular Demand Agency created a brand that heroed the striking landscape of Cobungra Station, in a sleek and moody palette that oozed luxury. Popular Demand Agency’s expertise in beef industry design and marketing ensured that Cobungra Station Wagyu launched to market with a strong brand identity, brand guidelines, brand narrative, and sales and marketing assets, everything the team needed to achieve sales success of their new boxed beef brand.
The Cobungra Station brand harnesses the rarity and striking natural beauty of the alpine mountain ranges surrounding the station. While Mt Hotham's peak serves as a landmark, it also represents a product at the top of the market, rising above the competition to present consumers with the finest ultra-premium, full blood Wagyu.
The herd identifier is a mark of prestige for the prized full blood Wagyu, carefully and gently raised in the 898 herd. This is translated into a brand mark for use in smaller formats, to embed the traceability of the herd and its prized genetics and quality.
Beef Branding Project Delivery
Popular Demand Agency ideated and delivered a complete branding and marketing suite for Cobungra Station Wagyu. Popular Demand Agency conceived, designed and delivered the logo design, colour palette, brand marks, and boxed beef carton branding to ensure consistent branding touchpoints throughout Cobungra Station Wagyu’s sales supply chain.
Website design and specialised industry copywriting
With extensive experience in strategic website design and expert beef industry copywriting, Popular Demand Agency delivered cohesive copywriting, managed website SEO, and optimised the website to hero the brand and to generate sales and enquiry leads through intelligent design.
Informed by the brand narrative, we drew on elements of the station’s environment, history and herd identity to create specialised copy and a website that heroes the luxury wagyu beef brand.
BrandING Collection
Videography and Photography
On the ground in Omeo, Victoria, Popular Demand Agency worked with Cobungra Station’s station manager and stockpeople to deliver photography and videography assets for use across branding, websites, in-market advertising, and general marketing collateral.
Our team of photographers and videographers were onsite, capturing the pristine surrounds of the station, as well as the majesty of the prestigious Cobungra Station Wagyu herd. These media assets were used on marketing collateral, websites, and social media to increase brand awareness and garner interest from Cobungra Station Wagyu’s target audience.
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