Slast & Mast branding

SLAST&MAST is a brand of meat products offering top-quality fresh meat such as steamed steaks, sausages, and traditional cured meat products with the common values of superior natural quality, organic breeding, and free-range, natural farming.

The task was to design a premium, but also modern and easy-going brand that would communicate with customers in a simple and laid-back way. As the packaging design had to meet the low-budget constraints, it was done in such a way that it looks like a logical packaging choice in balance with the brand values.

Verbal communication included the naming of the brand and coming up with a slogan, headlines, and product descriptors. The tone of communication is always clear, direct, and personal, and yet – thanks to short and simple words and phrases – strong and convincing. SLAST&MAST, in Croatian literally: relish / delight & fat is a well-known Croatian idiom meaning the abundance of things that are desirable and give pleasure.

The identity is based on a combination of old-style animal illustrations, strong and bold typography, and color scale. The twist in the identity – the red tongue integrated into an ampersand character and added to illustrations – communicates the main brand value.