Lone Mountain Wagyu — Eat Life to the Fullest
As the old saying goes, ‘You are what you eat.’ So, who are you if you eat Wagyu beef?
That’s the question we needed to answer when Lone Mountain Wagyu, a cattle ranch in New Mexico with an all-Wagyu herd, approached us to help reframe their brand. They’d had a lot of success selling their beef to Michelin-starred restaurants across the country, but hadn’t quite cracked the direct-to-consumer market yet.
Starting with their existing customers, we wanted to understand why people bought Wagyu — an expensive, extraordinarily marbled luxury beef originally from Japan — and what it meant to them. Through our research, we discovered that our core customers were people who were deeply passionate about what they did for a living, were fiercely independent, and motivated from within. So, if we wanted to reach them on their own terms, we’d have to position Wagyu as life-affirming and indulgent, but also unpretentious and refined. It’s what you want to eat when you know you’ve made it, but don’t necessarily want to brag about it. And it’s what you want to eat when you want to eat, literally, the best beef in the world.
With this, we saw an opportunity for Lone Mountain Wagyu to stand for more than just fancy meat, and represent something far greater. Eating Wagyu beef is a celebration of all that is wonderful in life. In this, Lone Mountain Wagyu could be the impetus to get you started on a journey of experiencing all that life has to offer. And so, their new brand positioning, ‘Eat Life to the Fullest,’ was born.