Ethical Meat Subscription
Moink
Brand, packaging and storefront for Moink, a subscription delivering pasture-raised, humanely sourced meat from independent family farms.
Client
Moink
Industry
DTC Food & Subscription
Discipline
Brand · Packaging · E-commerce
Services
Moink, founded by Lucinda Cramsey, is on a mission to create a sustainable food system — treating farmers fairly, raising animals humanely, and making sure we all eat well.
The Challenge
Help Moink develop branding, messaging, and marketing strategy for their B2C ethical meat subscription box service.
The Results
With branding that conveys their playful personality, sustainability ethos, and a deep knowledge of farming, Moink now serves the lower 48 states and was recently featured on ABC's Shark Tank.
The Idea
From a quirky name to a movement.
When we first met with 8th-generation farmer Lucinda Cramsey, Moink was just a seed of an idea and a quirky name for a tasty, smoked appetizer. Today, the name is synonymous with ethical and sustainable farming — a solution for finding delicious meat that's free of "all kinds of funk."
Four large agriculture companies control 80% of the meat industry, making it difficult for small family farmers to sell their ethical meat and for consumers to know where their food comes from.
"When you remove all the cheats of nature that conventional farming employs — pesticides, herbicides, GMOs, antibiotics, dewormers — what you're left with is a farmer working in tandem with nature. The playing field between big agriculture and small farms is then leveled."
Lucinda launched Moink in 2017. With customizable options, customers can have high-quality products — from grass-fed beef to wild-caught salmon — delivered to their front door. Leveling the playing field between Big Ag and small farmers meant Moink's branding, design, and marketing needed a professional touch.
"I truly believe in Moink's mission. Lucinda saw a need on both the consumer and the farmer side for an end-to-end marketplace. They have the potential to make a massive, positive impact, and it's been rewarding to be a partner in their launch and growth."
The Design
A logo that earns its place at the farmer's market.
We needed the mark to exude quality while still owning the heart of the farmer. The system landed on silhouette illustrations of the five animals Moink raises, paired with a palette pulled from the world it lives in: green from the fields, blue from the skies, and the fresh, classic red of a farmer's market awning — nostalgic, natural, unmistakable.
"I grew up on a farm, so the idea of bringing in farmers and their stories, as well as selling the quality meat they offer, hits close to home. With imagery, color schemes, and fun copy, we built something we call delicious design."
The Messaging
Smart about farming. Easy to be friends with.
Lucinda's strong passion for sustainable farming and her quirky, bubbly personality made the perfect voice. We could educate consumers about the real costs of factory farming while staying approachable and warm. Web copy, blog posts, and social content all carry the same balance: clear, useful information with the mission running quietly underneath.
"Moink's products are as delicious as they are impactful, so I wanted to craft messaging that could appeal both to the taste buds of a grill master and the heart of an animal advocate — with just a dash of humor, of course."
Influencer Marketing
Organic reach, built one farm-to-table recipe at a time.
Moink needed to engage potential buyers in a way that felt organic and relevant. We built a network of trusted influencers and brand ambassadors — from Whole30 communities to lifestyle bloggers — and collaborated on recipes and content that highlighted the fresh-from-the-farm flavor of ethical meat. Many of those influencers turned into customers, and still cook from their Moink box every month.
"When Moink first started out, they had no connections in the influencer marketing world. I identified potential ambassadors and played to their strengths — Facebook Live unboxings, plated photos on Instagram. Many of those influencers became customers themselves."
Building something like Moink?
We take on a handful of brand partners each quarter. Tell us what you're working on.
Next project