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TNT Burgers are IQF (Individual Quick Frozen) beef patties that are available wholesale. They are a Cargill premium product that have advantages over fresh meat patties for chefs in busy upscale restaurants.
Similar to various cuts of beef, there are various cuts of burgers. Premium burgers can be frozen, but they must be seasoned to perfection, come in a variety of weights or cuts (like course ground or home-style). They can be grade A, Angus beef or Certified Angus, but they must be able to be cooked evenly, without fillers, have good texture/moisture content and maintain a holding time if prepared in advance for buffet-style serving environments.
TNT burgers excel at all of that BUT had a variety of graphic styles applied to the branding from a variety of branding directors over a long time. This opportunity was to reign in all the collateral, makes cohesive design choices and create marching orders for going forward. The brand needed to be close to the branding of Sterling Silver Meats as they were part of the same company's line of products BUT they were aimed different markets with limited overlap. This brand needed to reflect a more playful and fun attitude with a bit more bravado — thus an expansive use of red in the color pallet. The results needed to be bold. This is an American-made product without fillers or MSG. It uses the best beef farmed in American and the burger is a staple in the American diet for many. There are 4 categories of products and the products are all natural. Thus the branding needed to be as simple as the product but be slightly educational as to the advantages also differentiate the 4 categories of products.
The end result feels very "All American" - with a lone star, stripes and red. While it is a premium product, the architecture and the design feels high quality but not extravagant or uneconomical. Imagery is not to be photographed to be too sophisticated to be off putting to the consumer. The guidelines reflect what types of retouching will be required for the photography as well the proportion of the branding's background gradient. The guidelines for this product offer various opportunities to have fun with the product and provide a quick reference to keep the brand on message.
