\ Challenge

To develop anultra-premium brand for Pardoo Wagyu Corporation – one capable of competing atthe top end of the global culinary market. More than a meat producer, Pardoosought to become a brand that elite chefs and establishments would endorse andrevere. The project required a complete identity and storytelling platform fora four-tiered product portfolio, with Takeda Grade (MB 10+) sitting at itspeak. The challenge was to build something rare – a brand that didn’t justpromise quality, but embodied it in every detail.

\ Outcome

The brand is grounded in thePilbara – a remote, ancient region in Western Australia where red desertcollides with turquoise sea. Harsh, vast and largely untouched, it is a placedefined by elemental extremes. This convergence of climate and isolationcreates a natural environment unlike anywhere else – and a terroir that impartsrare character into everything it produces.

Block developed a complete brandplatform and ultra-premium identity for Pardoo Wagyu, anchored in the brandidea A Provenance of Purity. Guided by a shared commitment to purposeand care, the process included strategic refinement, immersive tastings, anddeep collaboration with the client and culinary experts to understand thesensory profile, narrative power, and market expectations of an elite Wagyuproduct.

We framed the brand story as anepic – The Odyssey – told in three chapters:
The Setting – A coastal desert shaped by the elemental forces of sea,spring and stone.
The Struggle – A place of grit and resistance, where rarity is earnedthrough adversity.
The Goal – A Confucian pursuit of perfection, inspired by master breederShogo Takeda and carried forward through intent, refinement and care.

The result was a full verbal and visuallanguage – tailored for chefs, crafted for scale – that articulates the storyof the land, the rarity of the product, and the philosophy that drives it. Abrand system was developed across four marbling grades, led by Takeda Grade MB10+ as the pinnacle expression of excellence. Design direction, packaging, andmessaging were all shaped by the natural hues and textures of the Pilbara, andby the quiet conviction of a brand that knows its value lies in doing thingsthe hard way – and the right way.