The Story

Alison Davies is relatively new to beef farming, starting Happy Beef just over ten years ago. She concentrates on the welfare of the animals first and as a result supplies grass-fed beef of the highest quality to her customers. The former branding did not reflect Alison’s energy and enthusiasm or her love for the farm and its animals. The brief asked Detail to retain the name which had a loyal following but was not yet fully explored, and bring it to life.

Happy Beef is different. Happy Beef stands for something. The clue is in the name: Happiness. The happiness of the herd, they’re free to roam and eat grass as nature intended. The happiness of Alison, and her passion for her job. The happiness of the customers who get fantastic quality beef as a result. In other words, happiness comes first. The new identity transformed the name into the key brand asset; in all applications the word ‘happy’ literally comes first. A simple but memorable idea that gives Happy Beef standout and helps tell the brand story. The typeface has bags of personality and by focusing purely on the idea, we have been able to roll out the brand with great consistency, whilst keeping it affordable for Alison.

With the rebrand launching in the summer of 2014, Alison has seen Happy Beef sales rise to levels well above those achieved in the previous years she has been farming the herd. In Alison’s words: “I’ve never sold so many ribs!”.