Derma Meat Co.

CASE STUDY

THE NEED

Derma Meat Co. is one of Canada’s iconic specialty meat companies. For nearly 45 years they’ve supplied some of the country’s best chefs and restaurateurs with the finest meats available. Derma has a proven track record for uncompromising quality and service but their former logo design did not communicate this to potential customers. A visual rebrand became paramount to stay competitive in a growing Toronto market.

THE SOLUTION

Derma’s new logo design and supporting graphics are bold and impactful, yet refined and polished. The negative space in the “D” is also the shape of a meat cleaver, a subtle but clear message. The boxed version of the logo has a distinct corner cut, as if it’s been chopped cleanly. Art direction for the photography was done carefully, favouring warm and appetizing scenes of chefs and spices to communicate mastery and attention to detail.

Britt is a true professional with whom we entrusted our legacy brand to modernize and sharpen. We were so pleased with the concepts presented for the Derma Meats rebrand that our problem became choosing a favourite (a good problem to have). Since the launch we’ve had nothing but positive reactions to our new look. It’s refreshing to work with someone who not only executes, but actually listens and communicates throughout the process. Through Covet Design we had a true partner to bring our company into a new age.