Marketing Transformation from B2B supplier to premium brand.

Despite supplying some of Australia’s best restaurants, Vic’s lacked brand equity. Its premium products were buried under fragmented assets and short-term marketing. With competitors innovating quickly, COVID heightened the urgency to evolve. Vic’s needed clarity, cohesion, and a brand system to retain loyalty and drive demand.

Ne-Lo partnered with the executive team to co-design purpose, brand strategy, and positioning. We delivered a complete brand system: architecture, identity, copy, packaging, e-commerce UX, and martech stack. Crucially, we established workflows for producing high-quality imagery at scale, setting clear standards for photography and content creation.

At the core, a clear positioning emerged: the chef’s butcher—premium, expert, and trusted. This was codified in a flexible brand system that unified every channel and touchpoint.

The transformation reset Vic’s direction, embedding brand governance and creating the DNA for growth. The business is now equipped with systems, standards, and tools that enable consistent, premium execution at scale.