To revitalize the Nolan Ryan brand of beef products sold in supermarkets throughout Texas, we developed a new brand identity that connected the well-known legend with a home plate logo that consumers could quickly identify. The new design set the tone for shelf appeal in the meat department with labels, packaging and in-store signage. To take brand impact to the next level, stadium signage at the Houston Astros’ Minute Maid Park and print ads in local media presented the new look to beef-loving consumers.