Melbourne Cured is an artisan smoked foods brand that source, cure and craft Australian fish, poultry and game. With a focus on fine ingredients, eco-conscious sourcing and traditional smoking processes, the design brief challenged the team to visually define a brand that is a careful balance between exquisite and accessible.
As a newcomer to the Australian market – owner Jody Scrutton operated a smokery in Wales before relocating to Melbourne – the team was driven to establish the brand in Melbourne’s retail food scene and tap into commercial potential as a supplier to Yarra Valley Meats, International Salt Geelong and Yarraville Sugar Plant.
The focus of the design was on imparting flavour and showcasing the essence of the product. Smoke wafts in paint-like strokes with a monotone palette that denotes elegance, while the pop of colour found in a vertical line of salmon creates a sense of vibrancy, depicting the owner’s passion to create quality.
What emerged was a series of photographs to complement the website, digital assets, printed collateral and website development.