Strauss Brands has unveiled all-new branding for its premium beef label, Grass Rooted. The new branding includes a completely fresh visual identity and logo, both of which aim to appeal to younger health-conscious consumers by reinstating Grass Rooted's place in the premium protein market.
The new designs will be used across all of the brand's marketing collateral as well as on its packaging and website. According to the company, the move to introduce new branding resulted from a consumer deep dive that revealed meat shoppers are becoming increasingly interested in better-for-you options.
"Our mission hasn’t changed. The rebranding is an important step in our company’s continued evolution, and the rebranding efforts signal the next step in our company’s growth within the premium protein category," said Randy Strauss, CEO of Strauss Brands.
Premium Protein Rebrands
Grass Rooted Unveils New Quality-Focused Branding for Its Meat Products
Trend Themes
1. Premium-protein Marketing - As demand increases for healthier protein options, creating new, premium branding can attract health-conscious consumers.
2. Better-for-you Meat - The trend of consumers seeking meat products with improved health benefits presents an opportunity to market healthier protein options.
3. Rebranding for Evolution - Conducting a consumer deep dive and rebranding products can signal the next step in a company's growth within a market segment.
Industry Implications
1. Meat Production - Meat producers can create targeted marketing campaigns and rebrand products to increase market share among health-conscious consumers.
2. Health Food Industry - Branding meat products as 'better-for-you' can help companies tap into the growing demand for healthy protein options.
3. Packaging Design - Marketing collateral and packaging design companies can offer their services to meat producers looking to revamp and modernize their branding.