New visual strategy, packaging and label design of Angus Beef helps to form common principles of differentiation for all main categories of refined meat. The buyer can easily distinguish Choice category with a distinctive kraft-colored background, and Prime wi black background. As well the background contains the unique engraving with the image of the Angus steer reinforcing the brand positioning. The informational content of the packaging is enhanced with the Special-sign reflecting a specific part of the cut and the number of grass-fed days. Professional photography, typography techniques and food styling used in gastronomic magazines emphasize the exceptional taste of the refined steak.