When BetterFed Beef came to Abovo with their idea for an e-commerce brand bringing beef to discerning consumers across the nation, they knew that incredible branding would be paramount. With the mindset of “you only get one chance to be new in the market”, BetterFed Beef took brand development seriously and sought to create branding truly representative of this company. But in order to design a thoughtful and intentional brand, there needed to be a thorough understanding of the business and the products it sells. It was for this reason that for the first weeks and months of the brand development process there were zero designs, logo drafts, or even sketches created. Instead, we worked with BetterFed Beef to learn and discover as much as we possibly could about their model, competitive advantages, products, and consumer preferences. We even helped BetterFed Beef facilitate an extensive consumer taste test of their product to gather feedback about taste, texture, tenderness, and overall eating experience. With a concrete understanding of their business, we then proceed with the process of designing the logo, supporting brand elements, and style guide.