Chairman’s Reserve is positioned as a high-quality meat brand that offers a fine dining experience at home. Offered across beef and pork, products are separated by two quality tiers – premium and platinum/prime.

While owned by Tyson, Chairman’s Reserve is a small regional brand that has very low awareness at the national level, so I collaborated with the brand team to build trust with consumers in new areas of distribution.

The aim of this project was to elevate the line, including modernizing the current logo. Also creating visual differentiation between proteins and tiers, while achieving continuity across all package formats – rollstock, retailer applied labels, and vacuum packaged bags. Lastly increasing appetite appeal.