The pioneering Scottish venison business Seriously Good Venison, now based at Jamesfield on the border between Fife and Perthshire, is to undergo a branding facelift.
The award-winning business operated under the name Fletchers of Auchtermuchty until last year, when it was bought over by former manager Vikki Banks.
Although Seriously Good Venison is now run from larger, state of the art premises, it continues to source its venison from the nearby Fife farm which continues its specially-formulated farming system with animal welfare at its heart.
Emphasising the artisan butchery skills of the company combined with a clean, modern design, the new brand reflects the way Seriously Good Venison has watched public opinion on venison mature as demand has grown.
The rebrand will also allow the business to diversify into other top quality meats like lamb, beef and pork in the future.
Designed by Belfast agency, Umbilical, the new brand will be rolled out this summer at trade shows like the Ideal Home Show, Gardening Scotland and the Royal Highland Show, as well as regular farmers’ markets.
Packaging across the range of venison products will be brought into line with this and the website integrated more gradually.
Director, Vikki Banks said that the heritage feel of previous branding has stood the business in good stead for almost forty years, but in that time people’s perceptions of venison have drastically changed.
“People are more aware than ever before that venison is a super-healthy meat, which is easy to fit into an everyday recipe repertoire.
“While we will always maintain traditional excellence in our bespoke butchery service, our diverse product range reflects the many ways people are cooking with venison now – from stir fries and curries to venison burgers, steaks and our Seriously Good sausage range.
“Our new brand echoes the modern image of venison combined with the traditional values we maintain in our artisan approach to animal welfare and top quality butchering skills.”
Sales of venison across the UK rose from £32m in 2006 to £43m in 2009 (Mintel) and consumption is growing by around 20-25% year on year.
Vikki is seen in the main picture