IBP approached Duffy about creating a brand of fresh and added-value meats, creating the first national brand for beef and pork. Our audience consists of mothers who are not always confident in knowing how to prepare meats correctly. A brand rooted in heritage, with a modern feel, was created and implemented in packaging, point-of-purchase displays and trucks. Many of the parameters are set by the food industry, including some type sizes, descriptors and package dimensions that conveniently fit in standard-sized freezers. We started with three viable, but different directions. The final solution combined elements of each.