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Back Country Cuisine

Back Country Cuisine is a leader in the freeze dried food sector – providing fast, nourishing food for adventurers.

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The Brief

Back Country have an established product range, distribution network and brand recognition.

They engaged us to provide a brand evolution to contemporise the brand without being a complete departure from the existing, to allow for a gradual roll out across packaging and brand collateral over time and ensure existing brand equity and recognition was not lost.

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Our Work

We designed an evolved logo which includes existing brand elements in a fresh, contemporary style.

This was then applied to the development of a fresh new consumer-facing website which makes the most of Back Country’s stunning photo and video library. The website also incorporates a login area for retailers to download price lists, promotional collateral and resources.

Packaging, point-of-sale material and advertisements for both print and online media have since been developed. We continue to work with Back Country to manage their brand across all consumer touch-points.

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What the client said

“The team at Market South are great to work with and I was really happy with the energy and expertise Market South brought to the table for our brand refresh project.

Market South understood our goal of increasing our relevance to consumers of freeze dried food in the outdoors, and helped flesh out the opportunities and challenges of a well-established and successful, but relatively small company refreshing a market leading brand, including gaining buy-in from stakeholders.

Feedback from staff, customers (outdoor retailers and supermarkets), consumers and sales data has been excellent, proving that the strategy and design were right!

Market South are an extension of our team, and always there when we need them to extend our marketing capability.”

Tony Caudwell, Marketing Manager