Stockman & Dakota Premium Beef (Student Project)

Derrick Lin


Designed by Gabby Nguyen, United States.
School: Chicago Portfolio School

Stockman & Dakota is a SuperValu sub brand of premium beef. After researching competitors and surrounding beef packaging, I wanted to bring the vintage butcher look and feel to the brand, giving consumers that personal touch. The Stockman & Dakota initials are used as a secondary graphical element. The packaging with the window showing the product is intended for the open fridge, where consumers can pick out prepackaged cuts versus the secondary packaging design, which is intended for when consumers actually speak with the butcher and hand pick which cut is best for them. The label allows the butcher to circle what part of the cow the cut is, the grade, and best cooking method.