Updated Brand Identity from Loki Creative helps family-run business strengthen positioning for future growth

By Paul Irwin, Founder at Loki Creative



Country Meat & Deli is a family-run business in Steinbach, Manitoba. They offer quality food at a convenience and their family has been in farming and food for generations. Loki Creative was approached to craft a new strategy and positioning as well as creating a new identity to be more flexible in today's landscape and connect with their target audience and community.



Through discovery, research and listening, we helped uncover what makes Country Meat & Deli special and what makes them stand out from the competition. We updated the positioning, company mission, values, tone of voice and key messaging to form a solid foundation for a new brand identity. 




We loved going through old family photographs. Once we saw the old family horse cart with the family name on it, the logo idea clicked. It was that 'aha' moment you want in every project.




We crafted a brand identity that is heavily linked to the past and looking ahead to the future. The hand-drawn custom logotype is inspired by hand-painted shop fronts from a bygone era in Great Britain, where the family business originated. The design choice helps achieve a modern identity with hints of nostalgia. The logo layout is inspired by the Great Grandfather's branded horse cart emblem from 1931. The Country Meat & Deli rebrand honours the lives and legacies of generations of the Jowett family while also connecting employees and customers to their story.





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