Nature’s Meadow is a Dawn Meats brand which has been revitalised as a result of their need for a non breed-specific brand to carry much of their quotidian beef product. From a design perspective, the existing brand was under performing. We gave it new life by creating a smile-like holding device for the logo; by establishing a bright, cheerful green colour palette and by introducing a clean, modern typographic treatment. The resulting look and feel is quality (but not premium), attractive and friendly. The new brand positioning was rolled out at the Dawn Meats stand at Anuga in Cologne in September, 2011.