Background: 

Kingsway, a distributor known for its premium Wagyu beef, was ready to evolve beyond a single-product identity. Our challenge was to reposition the brand for future growth, helping it stand out in a crowded category where many products are unbranded and unfamiliar to everyday consumers.

Scope & Impact: 

We repositioned Kingsway as curators of exceptional meats—trusted purveyors of superior quality and remarkable culinary experiences. Inspired by the role of a “meat sommelier,” we developed a brand platform that highlights Kingsway’s commitment to sourcing excellence, animal welfare, and education.

To bring this strategy to life, we created a bold, category-defying visual identity that elevates the brand across packaging, web, and retail. The design system features rich imagery, storytelling, and ownable illustrations that blend whimsy with sophistication. Each touchpoint helps educate consumers and convey Kingsway’s high standards, turning everyday meals into small luxuries.

Since the rebrand, Kingsway has expanded its retailer presence and extended its product portfolio, establishing itself as a leading voice in the premium meat category.

CLIENT: Dolan Foods
AGENCY: Pigeon Brands