Southern Pastures is lamb country. No gimmicks, no artificial stuff. Just mouth-watering lamb – straight from the farm gate to your dinner plate. We created the brand identity, packaging and website for the SP range of products sold exclusively at Coles. The aim was to create a range of ‘vacuum packaged’ lamb that aided consumer choice. Bold colours aligned to consumer propositions such as ‘family favourite’ and ‘great entertainer’ makes navigating the category easy. The look is deliberately ‘provincial’ with handcrafted lettering and a menu style blackboard to distinguish each of the variants.