The Roaming Goat

Student Work

Concept
Identity
Copywriting
Packaging

Brief: Develop the identity for a boutique family butchery based in Paddington, Brisbane with a focus on traditional butchery and quality produce. 

Solution: The Roaming Goat. When Europeans  first settled into the Paddington area it was well-known for its large hills and the roaming goats that occupied them. With tradition and an acknowledgement to nature at the forefront of this business, what better way to nod to their neck of the woods than to reference Paddington’s heritage.

As for the target audience, 85% off all household purchasing decisions are made by females, so why do butchery brands tend to  target a male audience with their visual and verbal messaging? The Roaming Goat speaks to the female customer, making her feel comfortable to ask questions in order to find her perfect dinner protein.