Giving a "aged" craft brand a bark to match its bite

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The challenge:

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Columbus Craft Meats is a proud, San Franciscan brand fully committed to making high craft charcuterie part of modern foodie experience. A century after its founding it decided to update its visual identity and voice to better reflect its stubborn pursuit of craft, explorer spirit, insatiable curiosity, and passion for sharing in the discovery.

The approach:

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‍I developed tone of voice principles (styles and statements) that memorably combine a battery of provocative statements, calls to action, intriguing questions and light dares to set a bar around the beauty of authentically crafted meats, draw people in around a shared passion, and tee up ways to celebrate that experience:

Our stubborn pursuit of craft is why we had to invent our own Italian dry salami

Can a salami be dark and stormy? Or cold brewed? Let’s find out!

Get a handle on your –ola’s –satta’s and shutto’s at our next tasting!

Discover the intricacies of slicing, smoking, jerking and curing– layer by layer

Gather ‘round– it’s kind of a group thing

Nosher’s only, no nibblers

Why it worked:

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The new Voice reinforces the brassy, wry humor, and unapologetic nature of Columbus Craft brand in a way that is genuine, intriguing and approachable much like its product and growing fan base.  

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Owler Hook:
As a uniquely hip, modern, urban, and SanFranciscan brand, Columbus Craft Meats uses Voice to show it knows its craft and its audience. And it goes a long way in helping Columbus stand out from other craft meat competitors who typically don’t have a voice, have familiarItalian family heritage stories, or exclusively focus on high-end provenance and discerning taste.