Modern Carnivore Brand Identity

Modern Carnivore Brand Identity

Modern Carnivore, a newly founded, Minnesota based for-profit company that helps connect people to sustainable and healthy meat choices, unveiled it’s new brand identity in April 2013 which included a new logo, messaging, website and collateral.

The brand is telling a story about – healthier people and a healthier planet through honestly re-connecting people to the sources of our food (meat). Modern Carnivore helps connect people to sustainable and healthy meat choices. To find and rate the best local sources for great meat that you can cook at home, or places to dine out.

For the adventurous souls who want to learn about foraging, fishing and hunting activities, Modern Carnivore has the connections to get you started. No experience necessary!

The brand design is intended to make Modern Carnivore accessible to a mainly urban audience, and to highlight a holistic vision for susatinable and healthy meat choices that re-connect people to the sources of our food (meat), which includes meat from farm raised animals and animals of the wild.

Modern Carnivore is literally about what’s on our plate and where it came from, and to encourage consumers to “Eat Meat Responsibly”.

PROJECT DETAILS
Title: Modern Carnivore Brand Identity
Client: Modern Carnivore
Design Firm: D-sign/Stephan Faerber
Category: Professional

ENVIRONMENT
The last few decades have created an amazingly efficient system of producing inexpensive food for us as Americans. From genetically modified mono-cultures of corn, to antibiotic and hormone-heavy cattle, we get snacks and meals that are light on the wallet and heavy on the waist.

Not too long ago most of us would have hunted for our own food, or purchased it from farmers/ranchers in our community. Today, there are so many layers of business and plastic material between what’s on our plate, and where it came from, that the

PEOPLE
It will raise awareness of the issues surrounding industrial meat production through entertaining multimedia, with a heavy emphasis on video storytelling. Viewers will be asked to take action by identifying and shopping at local retailers (restaurants, butchers and grocers) who offer sustainable meat options. They will easily connect with these retailers through the “meat hound” locator tool on the website.

ECONOMY
Modern Carnivore helps consumers efficiently locate the best local resources for sustainable and locally-sourced meat. Previously consumers did not have a resource to easily locate these options in one place. Other resources such as recipes for unique meats like venison, buffalo and grass-fed beef will be provided via a comprehensive library.

CULTURE
Awareness of the issues surrounding industrial meat production will be raised through interactive storytelling by several authoritative sources. We then provide the resources to quickly and easily connect with sustainable meat options, from local purchases, to learning about how to personally engage in “direct harvest” through hunting, fishing and foraging activities that have a minimal impact on natural resources with a maximum effect on health and sustainability.

PROJECT SUMMARY
Modern Carnivore Brand Identity

The last few decades have created an amazingly efficient system of producing inexpensive food for us as Americans. From genetically modified mono-cultures of corn, to antibiotic and hormone-heavy cattle, we get snacks and meals that are light on the wallet and heavy on the waist.

Not too long ago most of us would have hunted for our own food, or purchased it from farmers/ranchers in our community. Today, there are so many layers of business and plastic material between what’s on our plate, and where it came from, that there’s little insight into what we’re actually eating. Farm-to-Table restaurants and CSAs (community supported agriculture) is a great movement that is afoot in America. However, we still need more focus on the best protein source of all – meat.

Modern Carnivore, a newly founded, Minnesota based for-profit company that helps connect people to sustainable and healthy meat choices, unveiled it’s new brand identity in April 2013 which included a new logo, messaging, website and collateral.

The brand is telling a story about – healthier people and a healthier planet through honestly re-connecting people to the sources of our food (meat). Modern Carnivore helps connect people to sustainable and healthy meat choices. To find and rate the best local sources for great meat that you can cook at home, or places to dine out. Modern Carnivore is literally about what’s on our plate, and where it came from including farm raised animals and animals of the wild.

For the adventurous souls who want to learn about foraging, fishing and hunting activities, Modern Carnivore has the connections to get you started. No experience necessary! This is a part of an effort to reconnect, particularly urban consumers, with traditional foraging, fishing and hunting activities.

The brand design is intended to make Modern Carnivore accessible to a mainly urban audience, and to highlight a holistic vision for sustainable and healthy meat choices that re-connect people to the sources of our food (meat).