The Chosen Cut

Industry

Food & Beverage

E-commerce

Year

2024

Premium halal meat, ethically sourced and delivered

Services

Branding

Strategy

Positioning

BRIEF

The Chosen Cut is a premium halal meat subscription service, delivering high-quality, ethically sourced meat straight to customers' doors. We were brought on to develop a brand identity that reflects their commitment to quality, transparency, and tradition, one that resonates with modern consumers while staying true to its roots.

Through a refined and strategic brand presence, we helped The Chosen Cut establish trust and loyalty with a growing audience seeking convenience without sacrificing values.

Finding

The Chosen Cut needed a brand identity that balanced heritage with modern convenience; something that felt both premium and approachable. The challenge was to communicate their commitment to high-quality, ethically sourced halal meat while appealing to today’s busy consumers.

To bring this to life, we developed a strong visual and verbal identity that honors tradition while feeling fresh and contemporary. The branding is clean, confident, and trustworthy, designed to highlight the care and integrity behind every cut. The logo, anchored by a crescent-shaped “C” symbolizing the halal mark, reinforces authenticity while maintaining a modern edge. With inviting visuals and clear messaging, The Chosen Cut now stands as a brand that delivers more than just meat; it delivers confidence in every box.

Design explaining the concept of 'the chosen cut' with text and annotations. The design features the words 'the', 'chosen', and 'cut' arranged with labels pointing to various parts of the text. Annotations describe design elements inspired by religious and culinary symbolism, such as crescent shapes, a 'C' representing cattle hooves, and cuts in the font representing butchery cuts. The overall color scheme is gray and white.
Image showing six vertical sections, each with a photo and label. The first section shows green grass labeled "Grass Green." The second section shows a cow's head against a sunset background, labeled "Rustic Red." The third section shows raw beef, labeled "Sunset Orange." The fourth section shows raw chicken, labeled "Cheeky Pink." The fifth section shows a fluffy white dog, labeled "Woolly White." The sixth section shows charcoal briquettes on a grill, labeled "Charcoal Black."
Various colorful circular stickers with phrases such as 'the chosen cut,' 'halal,' and images like a cow and a coffee bean.
Vacuum-sealed package of organic boneless lamb steak with product and nutritional information on a label, including vegan ink printed label, QR code, and certified 100% natural icon.
A package of ground beef with a cow photo, featuring text that says 'the chosen cut', 'Ground Beef', 'certified 100% animal', 'Net Wt. 400g', 'Calories 179', 'Protein 32.4g', and a slogan 'Grill & Grace Halal Meats for the Godly Gourmet in You!'
Text on a beige background that reads 'the chosen cut' in dark green letters.
Abstract pattern with wavy pink lines and small oval shapes on a brown background.
Person biting into a taco filled with seasoned chicken, shredded cabbage, and sauce.
A tote bag with the words "Meat Pray Love" printed on it, featuring a brown and white abstract design, held by a person's hand against a beige wall background.
Logo for Chews Wisely with the tagline 'Our Halal Cuts for the Health-Conscious. PREACH.' on a black background.
Three smartphone screens displaying different content. The first screen shows a man eating a taco with the text "This Beef has Been Approved by Your Uncle." The second screen features a cow with a crown and jewelry, with the text "Praise the Graze" and a badge stating "certified 100% halal." The third screen has a green background with two stickers reading "halal" and a message "Chews Wisely".
A row of seven circular icons representing various food labels, including halal, gluten-free, and non-GMO certifications.
Three abstract animal print patterns in a row, featuring leopard spots on the left, cow spots in the middle, and zebra stripes on the right.