Our task with Heritage Herd was to establish the rare Dexter breed as the premium Irish beef brand. To protect and preserve an endangered native heritage breed, build consumer awareness and demand, while encouraging farmer investment.
Dexter
Our approach was to combine premium beef category learnings with Dexter’s unique strengths. To leverage rarity, their free-roaming nature and Irish heritage as points of difference. And to position the breed as a highly-desirable, story-led premium product.
We created the Heritage Herd brand name, identity and packaging look and feel, while elevating the distinctive breed story of cattle reared naturally in the wild Irish landscape for a richer, more authentic flavour.
In terms of commerical impact, we established the foundations for premium positioning and demand creation. We strengthened breeder confidence and future herd investment, and created a scalable platform for long-term brand growth.
