JBS Australia is a division of JBS, Brazil’s largest multinational in the food sector, and the world’s largest meat company. Within their existing stable of brands were some that enjoyed strong domestic and global recognition. We were asked to create a new brand for their latest offering, Queenslander Farm Assured Australian Beef. This premium brand offers select grass-fed, traditionally reared beef, endorsed by Meat & Livestock Australia’s Australian Beef mark. The traditional butcher’s colour palette and robust letterforms were designed to convey the proud farming tradition and pioneering spirit of Queensland, Australia’s largest producer of beef and veal.