JBS is the largest animal protein processing company in Australia and the world, with an impressive catalogue of premium beef brands. They wanted to develop a completely new brand for their finest product, Shorthorn.

Our solution

We discovered the breed had a legendary reputation for quality, established in 1810 when a world-record of 1,000 guineas (worth $375,000 in today’s money) was paid for a foundation steer. It was a true story that said so much and proved the perfect inspiration for creating the new brand, which is now served in the best restaurants around the country.

Unreasonable result

Thousand Guineas is now served in only 25 of Australia’s most exclusive fine-dining restaurants.