The Ask

Create a premium meat subscription service that delivers high-quality, American-sourced proteins from family farms directly to consumers' doors.

My Role

I led the complete brand development from the ground up, starting with brainstorming and selecting the name "Good Chop"—which immediately communicates quality meat preparation. I was hands-on with every detail of bringing this brand to life, including creating the visual identity, establishing the photography style, and designing the distinctive packaging.

The strategy we developed focused on what truly matters to customers: 100% American-sourced meat from family farms, responsibly-raised proteins without antibiotics or hormones, and a flexible subscription model that allows complete customization of orders.

For the visual direction we leaned into the style of vintage butcher shop signage, making the brand feel like a reliable neighborhood business that feels approachable and familiar.

Results

• Industry Recognition: Earned #2 spot on USA Today's Best Meat Delivery Service awards

• Customer Satisfaction: Over 4,400 happy customers with 4-star reviews

• Product Range: Now offers 80+ premium cuts that customers say rival the best steakhouses

• Market Growth: Significant expansion in a market projected to reach $7.1 billion by 2034, proving the foundation we built resonated with consumers seeking premium meat delivery