SMITHFIELD BRAND REJUVENATION & STORYTELLING

Madam Republic was engaged by the Shearer-Smith family to rejuvenate the Smithfield Cattle Company logo, following twenty years of visibility in the beef industry. Our team was honoured to create a new brand identity and strategy for the business — one that continues Alf’s legacy and further cements the Smithfield name, both in Australia and overseas.

Smithfield Cattle Company traces its roots back to 1928, when Alf Smith, an Irish immigrant, opened his first butcher shop in the South Burnett. Today, the company remains 100% family owned, operated by Alf’s grandchildren.

Madam Republic was responsible for the rejuvenated brand identity and brand communications across every facet of the business, from strategy through to marketing. To further elevate the new brand, our team captured footage and stills on location at the Smithfield Feedlot in Proston, QLD.