Derrick Lin


Creative Agency: Dow Design Ltd
Creative Director: Donna McCort
Senior Designer: Leonie Whyte
Account Director: Rebecca Hamer
Account Manager: Michael Statham
Production: Carl Dixon, Ben Dean, Jamie Pettigrew
Photography: Kieran Scott
Project Type: Produced, Commercial Work
Client: First Light Ltd
Location: New Zealand
Packaging Contents: Meat
Packaging Substrate / Materials: Paper & Plastic
Printing Process: Offset and Foil Stamping

Grass roots.
The roots of this grass-fed meat business is what inspired us to create a very individual, organic and bold identity for them. They are a small cooperative of inventive farmers and rule-breaking meat men, determined to find a better way to get better quality meat to market – global markets that is – with the profits going to those doing the hard work in the field. And that’s pretty much why we ended up with an expressive signature for their logo. It stands for the people of this brand – their personal accountability all the way from the hands-on, humane farming of some very individual animals, to the end user’s experience of their product; and to the creativity that seeded a new way, a better way for taste, for people, for animals and for business. That’s the marrow of a truly beautiful meat.