Aurum Poultry Co.

Aurum Poultry Co. stands as Australia's foremost independent poultry producer, renowned for its specialisation in rare avian breeds.

↳ Task

After 25+ years in the game (pun very intended), Golden Poultry embarked on a rebranding journey with their new name Aurum Poultry Co. our task at hand was to craft a visual identity that reflected several values for the company. Firstly it had to reflect Australia’s more premium poultry company. Secondly, it needed to honour the founders' Asian heritage, and lastly, their industry leading animal welfare. Furthermore, the rebrand sought to underscore a robust message of being proudly Australian-made.

↳ Design Solution

With a menagerie of rare breeds and a commitment to animal welfare, we wanted to put the birds firs. The identity revolved around high-end portraiture photography for each breed. Embracing the company's philosophy of utilising the whole animal whenever possible, we boldly presented the entire bird, which is not widely done in western markets. Beautiful photography was done by photographer Kristoffer Paulsen

In homage to Aurum's Asian heritage, we enlisted the talents of Hong Kong-born, London-based artist Don Mak to craft a series of sumi-ink illustrations depicting various bird species. Additionally, we collaborated with Sydney-based calligrapher Xueyi Bai to write various phrases in traditional calligraphy infuse the brand with authentic Asian artistry.

Completing the transformation, we curated a fashion-forward visual identity to ensure Aurum Poultry Co.'s message resonated with consumers. Our ongoing collaboration with the company has seen us engage in various packaging and campaign projects, solidifying Aurum Poultry Co.'s position as a leader in the industry.