Phil’s Finest

What if everyone in the world could go vegetarian? OK, but what about everyone eating a little less meat, and more veggies? Here’s the dish — if that was possible, even partially, we would drastically reduce the greenhouse gasses causing our climate change. Oh, and it would be healthier for all of us. This is what makes Phil’s Finest life changing. They make doing right by the planet as easy as shopping at the local market.

Phil’s Finest is putting the “more” in omnivore. More veggies, more flavor, more fun. Freshly rebranded and relaunched with help from the team at Gander, Phil’s is stepping out in partnership with award-winning chefs, pairing fresh meats and vegetables into savory chicken sausages and ground beef that are as wholesome as they are delicious. But it’s about more than just freshness and flavor. By pairing fresh meats and vegetables into savory chicken sausages and ground beef mixes, Phil’s Finest is helping people cut back on meat instead of cutting meat. It’s a great idea, but one of the big problems is the comfort zone; people like what they know. We needed to create a brand that could gain the trust of meat lovers and appeal to the mouthwatering senses.

The brand that emerged is grounded in hospitality, craftsmanship, and epicurean fun. The good butcher, you might say. The wordmark, inspired by classic delis and grocers signage, represents the craft and artistry that goes into Phil’s Finest’s recipes. The playful use of color along with the die-cut labels brings a bit of levity to the traditional, and otherwise monochromatic, meat aisle.

All in one tasty fun, great alone or on a bun. Try a bite and you’ll delight!

Naming
Brand Strategy
Verbal Identity
Brand Messaging
Brand Identity
Packaging Design
UX & Web Design
Illustration
Photo Production
Art Direction

Phil's Finest Kale Chimichurri packaging on a table next to a bowl of pasta salad and utensils

"More is more" headline with animation of hand squeezing steak and a carrot into a burger

A hand holding three Phill's Finest sausages in bread buns against a blue backdrop

A person holding three plates of prepared Phil's Finest food products, next to a branded graphic that reads, "Nice to Meat You"

Five packages of Phil's Finest products against a bright yellow backdrop

Phil's Finest Maple Apple sausage on pink backdrop

Lao Curry Style Phil's Finest Grass-Fed Beef product packaging against an orange backdrop

A Phil's Finest branded water bottle hanging in a tree with green leaves

A person wearing a Phil's Finest branded baseball cap

A person wearing a Phil's Finest merch t-shirt (front)

A close-up of a Phil's Finest merch t-shirt (back)

A hamburger and fries on a plate on a red table

Three people smiling and eating Phil's Finest hamburgers and sausages

Phil's Finest Branding Case Study Illustrations

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