DRC and Weinstein Wholesale Meats win GDUSA Packaging Design Awards - Barn to Butcher
GDUSA Package Design Awards is a celebration of the power of effective package design and related disciplines to advance the brand, tell the story, make the sale.
For six decades, GDUSA has sponsored design competitions that spotlight areas of excellence and opportunity for creative professionals. The GDUSA | American Package Design Awards™ was created to recognize the value of package design that is both attractive and strategic.
The annual competition includes more than 20 categories ranging from Food & Beverage to Beauty & Personal Care to Animals & Pets to Electronics & Computers to Health & Wellness as well as specialty categories such as Sustainable Design, Luxury Design and Private Label Design.
Reflecting the continuing importance of package design, more than 2,750 entries were received overall this year — one of the biggest totals ever despite these challenging times — and a highly selective Top Ten Percent have been selected as winners, and presented with a Certificate of Excellence, including DRC’s very own designs for the brand creation of Barn to Butcher for Weinstein Wholesale Meats.
Barn to Butcher - Weinstein Wholesale Meats
Challenge Being asked to name, create, and introduce a new-to-the-world brand of premium beef products for retail is a mouth-watering proposition for any agency, so DRC was thrilled when Weinstein Wholesale Meats approached us with exactly that. So, how do we create a meaningful new brand out of thin air?
Solution Through deep-dive category analysis and interactive brand-building exercises with the client, we quickly established a tone of voice and name, “Barn to Butcher”, which implies a fresh, high quality, unprocessed product. The design pays homage to the days of purchasing meats directly from your neighborhood butcher, who would wrap it in butcher paper, while the brand’s monogram adds a nod to quality, inspired by a cattle brand or maker’s mark.
GDUSA Editor Gordon Kaye commented: “Package design is more critical than ever, and the depth and breadth of our annual competition reflects that. In this era in which audiences are fragmented, communication is cluttered, and brand loyalty is challenged, package design is uniquely positioned to advance the brand promise inform and persuade, and to forge an emotional connection at the moment of truth.”
A showcase of the winners will be published in print and online in late April.
View the official award here.