Elmwood, a multidisciplinary firm with offices across the world, sent in this packaging the Melbourne branch recently created for a local farmer:
designed and printed our pack for a local farmer/lamb producer. The box
contains cuts of lamb that are plastic cryovac sealed, labelled up and
placed in their cardboard box with branded sleeve. The brand story, as
Paul & Kylie Walton own a one hundred and fifty year old sheep farm
in country Victoria that has been in their family for four generations.
Their farm is set on 7,500 acres and they have 22,000 Superfine Merino
sheep that have superior wool and meat using no growth promotants. Due
to their growing success at the Farmers Markets they attend, they
required a box and label packaging concept that would capture the
uniqueness of their product and enable them to move forward into the
They had no previous packaging or labeling other than a generic
sticker, which was produced from a weight labeling machine at their
home. The packaging needed to communicate the history, quality, unique
stock bloodlines and other special features of the product that is only
available from the producers, Wurrook Superfine Prime. Importantly, the
resultant packaging had to be cheap to produce.
A sleeve was designed with new branding that could slip over the
cardboard box negating the need to have a costly printed box. The new
‘Wurrook’ logo was created (using a level of crafting resonant with
fine wines and cheese) but reduced in size, making the Victorian sky,
grass and sheep effectively the brand. Product clarity is gained via
sheep illustrations on the individual labels to easily inform which
part of the sheep the cut’s derive from."