Schweid and Sons was a simple family company that made damn good ground beef blends for burgers, and sold them exclusively to restaurants and food suppliers. But they wanted to be more. So we took them from the warehouse to the meat aisle, where they live as an unforgettable in-store darling in grocery stores across the country.
I was more than happy to get the opportunity to lead the team that created this consumer facing brand. I personally developed the brand voice, writing most of the copy for the products and website. I oversaw the packaging and branding design process with my small team. We created an interactive, and (if I do say so myself) beautifully executed website featuring seamless cinemagraph photography, which we shot and built in-house at Night Agency. From brand development to logo creation, voice, tone, innovative packaging design, and even a memorable little barcode, my tiny little team and I worked directly with the Schweid family to build a brand that’s here to stay. And here’s the kicker: I don’t even eat beef.
Do check out the copy highlights below.
COPY HIGHLIGHTS
HERITAGE: The Signature Series: In the late 1800s, Harry Schweid started selling high quality meats to butchers and restaurants in New York City’s Lower East Side. By the 1930s, his son Sam had his own business in Harlem, selling the best meat around. In 1978, we focused our expertise on one thing - ground beef. Today, that passion is carried on with a single-minded dedication to producing the best tasting, highest quality burger. As Sam always said, if you only put good meat into your burgers, only good things will come out. We hope you agree.
THE PRIME BURGER: Only 3% of all the beef in America lives up to the strict specifications that quality it as USDA Prime. Those specifications don’t just guarantee quality. They help ensure a better flavor. That’s why this burger is packed with a consistent taste that will make you look like a master chef, no batter your skill level. You just cook it, and let the burger take care of the rest.
ABC BLEND: On the surface, ABC stands for Angus, Beef, Chuck. It’s it’s not the only reason for naming this Burger as we did. This is your no-frills, down to the basics burger, made from some of the finest premium black Angus cattle the midwest has to offer. We use the same raw materials 52 weeks of the year, ensuring the most consistent quality and flavor in every bite, all year long.