The Letter D commissioned Vincent Long to photograph Hughes Pastoral‘s end of year Campdraft, as the foundation for the suite of imagery that will appear across their website.

A suite of cards for each of the Hughes family members were printed using an old DocuColor machine to create a raised, waxy text setting, atop a natural, recycled paper stock.

The results of the recent Nebo Beef shoot for Hughes Pastoral have been showcased within a bite-sized pamphlet, to accompany the first sample packs being distributed to specialty butchers and chefs.

With the end of year break-up for Hughes Pastoral comes the annual ‘Tierawoomba’ Cup, and this year’s campdrafting event will see the rollout of the updated identity.

The Letter D was asked to direct a shoot of Hughes Pastoral‘s line of premium marbled beef, to be called Nebo Beef, for use in the upcoming launch collateral, destined for the domestic and international market.

Stefan Jannides shot the full ‘before & after’ suite, at Red Brick Studios.

A small A5 suite of cards have been developed for Hughes Pastoral to take to Japan, for distribution at the various Nebo Beef presentations being organised.

Each package has been translated into Japanese and hand-wrapped in fine paper, subtly conveying the Nebo Beef slice.

With a family heritage of over 100 years in the cattle industry the Hughes family are developing their own high marble score beef export product, which we named Nebo Beef.

Due to the Geographic Indicator status Japan is looking to protect the name Wagyu with, we have proposed to maintain some link with the Wagyu-cross impression but move in a new direction towards a local product, building the equity around there own pastoral precinct.

The Letter D was asked to develop the public presence of Hughes Pastoral Group and implement various applications across the various business areas, including a possible direct export beef product.

As the founding property was on Funnel Creek, running through the fertile Sarina Ranges, a symbol was developed to convey a number of connecting elements, with the main idea being the growth of pasture and a hoofprint.