OBC Group has been in business for over 30 years, originally specialising in chicken products. As the company expanded into groceries and full-service butchery, the existing brand no longer reflected the breadth or quality of the offering, creating a need for a clearer and more considered positioning.

Following consultation and stakeholder feedback, I developed a revised brand positioning, “Better Butchery,” to elevate the perception of the business and align it with a more premium retail environment.

This was translated into a refreshed identity designed to work consistently across multiple touchpoints, including stores, advertising, point of sale, social media, vehicles and B2B communication. To support rollout, I created a comprehensive Visual Identity Kit with clear guidelines and updated packaging for house brand products, ensuring consistency and ease of application across the business.

The result is a more cohesive and confident brand presence that better reflects the quality of the offering and supports the business in higher-end retail environments.