Noble & Wild - Scottish Venison

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Designer: Finlay Brazier

 
 

Noble & Wild sources wild-shot venison from the Highlands of Scotland, harvested as part of conservation work. It is lean, flavourful and one of the most sustainable proteins available.

 
 
 
 

The brand balances traditional Scottish heritage with a contemporary challenger energy. The wordmark is based on a traditional serif but with softer, modern touches. We designed a custom ampersand that picks up the curves and points of antlers, and those same details are mirrored in the deer logo to tie the system together. The deer includes a small easter egg. Its tail mirrors the nib of an ink pen. Why? When we began the project we asked ourselves what is noble and what is wild. Hunting, falconry, archery and needlework came up, but we were especially drawn to the noble craft of composing poetry.

 
 
 
 

For years the Highlands have been used to sell Scottish products. We paired this wild imagery with noble poetry about deer and the landscape to form the core identity for Noble & Wild. Robert Burns’ My Heart's in the Highlands is a great example.

My heart's in the Highlands, my heart is not here,
My heart's in the Highlands, a-chasing the deer;
Chasing the wild deer, and following the roe,
My heart's in the Highlands, wherever I go.

We arranged the poetry in a way that felt expressive rather than using standard left-aligned formatting. The layout echoed the subjects of the text, whether that was deer moving across the land or winds sweeping over Ben Lomond.

 
 
 
 

With a direct to consumer product, the experience matters more than shelf presence. By the time someone holds the packaging in their hands, the purchase has already been made. This gave us room to be playful, unexpected and bring the poetry to life.

We paired the text with Highland imagery treated in duotone. This gave the photographs an aged, slightly vintage feel. Older images exposed to light and oxygen often fade to yellow or purple, and we echoed that traditional patina for the Noble & Wild imagery style.

 
 

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