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Posted by Emily Taraborrelli on June 17, 2014

Canada Beef Inc. is an independent national beef cattle marketing, promotion and research organization. They market Canadian beef as the premium beef product of choice for both domestic and international markets. Before Canada Beef Inc. there were 3 separate organizations, each with their specific purposes, and assets. Upon merging the 3 entities into becoming one, the need for cohesive branding was required.

This is where BTI Brand Innovations got involved.

BTI was engaged to audit all existing trade and consumer communication material from each of the organizations and develop rebranded pieces under the newly created Canada Beef Inc. brand.

Acquiring old documents, artwork, images, and so on, BTI, along side Canada Beef went to work with reorganizing, merging, and developing old and new food service, retail and consumer materials. In so doing, also refreshed the look and feel of the brand to establish a new brand usage guideline to adhere to throughout all communications moving forward. The guideline included a new colour pallet, fonts, icons and other graphic elements.

Previous materials were redesigned using a clean and organized look so that the target audience is more immediately engaged. Other pieces were completely redesigned to more accurately reflect the quality and inspired confidence of the Canada Beef Inc. brand. Overall, the materials created were:

  • A Merchandising chart for foodservice and retail use
  • An extension to this element which had a folded format

  • A foodservice information package with technical sheets for all beef cuts and an informative brochure series

  • A consumer friendly buying and cooking guide and a takeaway folded version

  • In-store POP packages to be used overseas

The list continues to grow.

Armed with great looking information packages to market and promote the Canadian cattle and beef industry worldwide, Canada Beef has confidently been facilitating and supporting relationships with Canadian beef suppliers and new clients globally.



Are you a company looking to create a brand image and effective marketing materials or an established company looking to rebrand? Leave it to BTI to make you look good.