Case Study: Capra Meats
Building a Brand Through Printed Packaging
Capra Meats, a growing Australian supplier of premium halal meat products, approached us with a clear challenge: their diced goat product was packaged in plain shrink bags that offered little to no shelf presence in a competitive retail environment.
While the product itself was high quality, the packaging did not reflect the brand’s premium positioning. On shelf, it blended into surrounding products, making it difficult for customers to distinguish Capra Meats from other products in the category.
The Challenge
Capra Meats initially only had a logo and plain packaging. Their diced goat meat product was being distributed in plain shrink bags, which limited their ability to communicate brand identity, product quality, and differentiation at the point of sale.
The goal was clear – create a bold, recognisable packaging solution that would elevate shelf presence and establish a stronger brand identity.
The Solution
We worked closely with the Capra Meats team in design and consultation sessions. These discussions were key in ensuring the final outcome aligned with their vision and market positioning.
With only a logo to begin with, our design team developed a complete packaging design. This included:
• Establishing a consistent brand colour palette
• Designing a multi-colour continuous design
• Integrating product and brand messaging
• Incorporating key product credibility assets including Australia Inspected stamp, Halal Certification, and a QR code
The result was a fully branded printed shrink bag that transformed the product from a generic retail item into a visually distinctive packaged brand.
Once artwork was finalised, the production process was completed efficiently, with artwork development taking one week and manufacturing and delivery completed the following week.
The Result
The transformation was immediate and highly visible.
Capra Meats now packages their diced goat product in a bold, printed format that stands out significantly on shelf compared to its previous plain packaging. The new design provides strong brand recognition and clear differentiation within the red meat category.
Most importantly, the packaging now reflects the premium quality of the product inside.
Summary
This project demonstrates how a relatively simple transition from plain to printed packaging can significantly improve shelf presence and brand identity.
Through collaborative design, fast turnaround times, and a streamlined process, we worked with Capra Meats to move from generic packaging to a strong, recognisable, retail-ready brand.
Equipping the food industry to grow with food processing and packaging solutions
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