We are excited that our work on the Omaha Steaks’ brand repositioning launched this week. Omaha Steaks has a fantastic pedigree, with a notable community heritage and fifth-generation family ownership, along with a forward-thinking approach to its business activities and its relationship with its customers.

Frankly, Omaha Steaks has a phenomenal product and a genuinely superior brand promise. We had a huge amount of fun working with them during the last year and a half to reposition the brand, aiming to honor the substantial brand equity inherent in the current logo and brandscape, while enhancing it to reflect Omaha Steaks’ future business aspirations, market and activities.

Naturally, a broad spectrum of considerations influenced the final repositioned design: extensive market research revealing the massive consumer brand equity inherent in the existing brand; review of competitor “copy cat” aesthetic treatments; identification of Omaha Steaks’ brand archetype; and the logistical requirements of federal regulations and deployment of the brand across an array of diverse touchpoints.

This is an important initial step in the evolution of the Omaha Steaks’ brand, which will involve continued implementation of the repositioned brand expression in every area of engagement and dialogue with Omaha Steaks’ customers, including print, packaging, online, retail stores, new brand luxury product lines and throughout the entire consumer experience.

It is a challenging and ultimately fulfilling project that we are proud of. Roll on summer, grilling season and Omaha Steaks!