Meat Street came to us with a simple brief: give their brand identity a bit of a kick up the backside. A successful food truck business with one clear obsession – meat – we thought it was only right to get our teeth into it. Quite literally, we started thinking like a couple of rare breeds.

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The existing branding was playing things a little too safe. It needed more urban attitude to match the places it was popping up, but there was one thing that wasn't up for the chop: the client loved their original logo and wanted it to remain part of the mix.

So, we went straight to the source for inspiration. And what better place to look than the very thing they put on the menu? Taking the intricate marbling of meat as our starting point, we created a bold, abstract pattern that was full of movement, character and just enough visual beef to make the brand stand out.

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From there, we turned up the volume with a punchier typeface and started tailoring the identity to suit each location. Enter the postcode. A simple idea that gave each site its own personality while keeping everything unmistakably Meat Street.

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The result? A brand with a lot more bite. The client loved it, and walked away with a fresh set of visual assets, punchy taglines and plenty of new ways to get their identity out there. No ifs, no buts, just meat business.