INAMOOD

Lodewijks Meat supplies 75% of the premium meat in the Netherlands: the beef behind Sligro, Makro and most of the country's wholesalers. None of it went out under their own name. When consumer behaviour shifted and they wanted to sell direct, they had a supply chain, a reputation with buyers, and no brand a shopper could recognise.

Launching a meat company in 2019 meant taking on supermarkets, butchers and webshops at the same time, in the one category the press had turned against.

Every other meat brand sells the meat: the cut, the farm, the price per kilo. We positioned INAMOOD against all of it. Not dinner, desire. Lust at first bite.

The name was built to outlive the category. INAMOOD says nothing about meat, so the brand can follow the mood anywhere it goes. An umbrella, not a label.

Then we gave it a voice the category has never used: feast on my flesh, tear me apart, we all have demons and you choose to feed yours.

Bluu Next set large for the seduction, APK Monogami underneath it reading like something off a logistics label. Indulgence and cold storage in the same lockup, in red, black and blush.

Logo, type, alternate characters and tone of voice all went into a brandguide, so the brand could keep running without us in the room.

The packaging carries the voice literally: tear me apart printed along the seal you rip open, use me, abuse me on the eco mark. The sustainable packaging went on to win an award.

Premium beef ships frozen, so we designed a reusable ice box tough enough to survive the round trip, and built the app and webshop that sit in front of it, so ordering a rib eye felt like buying something you wanted rather than something you needed.

Long before anyone could buy anything, the brand turned up with no product, no price and no explanation. A wrecked dinner table, a date, and a promise.

Fifty premium abri sites across the city carried the event. A branded freezer marked Object of desire ran in the middle of the 18 Septemberplein, a face pressed against the fogged glass and a team handing out flyers around it. The city magazine gave us the cover and four pages inside.

Underneath all of it, a €5,000 Meta campaign built recognition from nothing, targeted by device tier to reach the people who buy premium. Nine influencers came to the launch and posted eighteen times between them.

Sunday 16 February. Ten euros for adults, five for kids, and premium beef prepared every way we could think of, from barbecue to gourmet to carpaccio, with music and a playroom so people stayed.

The room was built out of the brand's own logistics. A wall of shipping boxes, and blocks of ice on plinths with real steaks frozen inside them, because freezing the meat in ice is exactly how the webshop sends it out.

INAMOOD went into a market that had never had a premium meat brand, and it is still there. The webshop we launched turns over fifty thousand euros a month, and has done since.