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Cameron McDiven

    Hassad Australia

Brand Strategy
Brand Design

Brand Strategy / Naming / Brand Design / Packaging / Communications

The Need
Hassad Australia is the Qatar-backed agricultural and food company that is now one of the largest players in the domestic market. The Hassad corporate brand required a product brand that could export the perception of Australian meat quality to markets across the world.

The Method
Cameron worked with market researchers Brand Navigator to express all of the product attributes that markets primarily in the Middle East are seeking. The name, category descriptor and symbols were developed before producing packaging and communications for trade delegations engaged in marketing to foreign markets.

The Benefit
Although only just launched, the brand identity has been well-received. Strong relationships have been formed with supermarkets and food audience influencers in select markets in the Middle East.