PRESS RELEASE: Greenham celebrates a significant milestone with new branding

Melbourne, AUSTRALIA – HW Greenham & Sons, sixth generation family-owned beef processor, celebrates a significant milestone on Saturday the 7th of October 2023, as production began at its newly constructed state-of-the-art facility in Tongala. The new milestone has been marked by the reveal of a new brand, launched in collaboration with Fluid Branding, a leading branding agency.

Fluid Branding has been working with Greenham since 2014 and has created eight prestigious consumer product brands for Greenham, including the globally celebrated Cape Grim Beef, Altair Wagyu, and Bass Strait Beef.

The brand refresh aims to strengthen HW Greenham & Sons position in the market with a greater emphasis on the brand’s pursuit of the highest quality products. The new brand identity captures the essence of Greenham’s passion for quality and bold, innovative beef products. The launch of the new brand marks a new era in the brand’s 90-year history in Australia with a contemporary feel, that pays homage to its founders while also setting the brand on a course for the next 90 years.

“We are thrilled to launch our new brand refresh and share it with our customers,” said Greenham Group Marketing & Communication Manager, Jelena Radisic. “Our partnership with Fluid Branding has been instrumental in creating a brand identity that captures the essence of Greenham’s premium positioning and pursuit of the very best in beef.”

The brand refresh has been a long-term project that involved extensive research and collaboration between Greenham and Fluid Branding. The project team worked closely to ensure that the new brand identity would appeal to both producers and consumers alike and reflect the values that Greenham stands for.

“We are incredibly proud of the work we have done with Greenham over the past nine years,” said Fluid Branding Executive Director, Paris Singer. “Our partnership has enabled us to create a number of prestigious consumer product brands for Greenham, and we are excited to launch the latest corporate brand refresh for the company.”

The brand refresh is being rolled out across Greenham’s communications and facilities worldwide with the new website live from today.

For more information about Greenham’s brand refresh, please visit the company’s website at https://www.greenham.com.au/

To see pictures of the new brand identity and packaging, please visit