REFRESHED LOOK, SAME PASSION
PROUDLY AUSSIE
After years of proudly promoting Australian red meat across the world with the True Aussie Beef & Lamb brand, we have decided that now is the time for a renewed look. This refreshed visual brand identity will better focus and simplify all our key attributes.
![Our Updated Identity](/siteassets/our-updated-identity.jpg)
Our Updated Identity
Global research confirms that consumers across the world regard Australia as a trustworthy country, one that produces products to a high standard and with integrity. The brand no longer needs to explicitly include the word 'True' within its name because being Australian (Aussie) inherently conveys this.
![Reinforcing Our Attributes](/siteassets/reinforcing-our-attributes.jpg)
Reinforcing Our Attributes
Our provenance is a key reason to believe in us as a brand and it serves as a barometer for trust amongst our consumers and trade partners. The emphasis is on the product: Australian beef, lamb and/or goat and their attributes: genuine, trustworthy, safe, nutritious and tasty.
![A New Visual Expression](/siteassets/a-new-visual-expression.jpg)
A New Visual Expression
We have updated the existing graphics to be more memorable, distinctive, appealing and consistent. These new graphics depict the natural ingredients of Aussie beef and lamb - lush green pastures, fresh air, golden sunshine and clean water.