Challenge
Ruby Reserve Wagyu sits at the very top end of the category. Beef that’s globally recognised for its quality, provenance and unforgettable eating experience. Our brief was to create a simple packaging solution that elevates the delivery moment and turns it into something customers remember.
The challenge was balance: the design needed to feel premium without being fussy, and modern without losing heritage. It had to honour the craft behind the product, feel worthy of the price point, and create a sense of occasion the moment it arrives at someone’s door.
Solution
We anchored the experience with the line: A Taste of Heaven. A simple way to capture the elegance and almost other-worldly quality of Ruby Reserve Wagyu.
To give that idea a distinctive visual signature, we created the Ascending Bull rising through the clouds, a memorable mark that adds personality without relying on predictable luxury cues.
For the packaging, we drew from Japanese design language with restraint: a contemporary typographic system with subtle brush-like swashes, a pared-back palette, and a bespoke pattern element inspired by Japanese motifs. The pattern also nods to Wagyu’s defining marbling feature, linking the pack back to the product in a quiet, considered way.
The result is a premium delivery experience that feels modern, meaningful and worthy of what’s inside.
