Righteous Beef was designed to raise awareness of the mistreatment of cattle in America, by promoting humanely raised beef. Its mission is to identify local farmers who raise their cattle humanely and award them with the Righteous Beef designation. The non-profit organization also seeks to make ethically minded restaurant owners aware of the availability and superior quality of Righteous Beef’s cuts and to create a network of local suppliers.
The two magazine editorials resemble a close to accurate meat chart combining actual cuts of meat with key points that dictate a happy cow according to Righteous Beef standards.
For general insight into my design method, take a look at the Righteous Beef Process Book. It successfully portrays my technique when developing brand identities, campaigns, and marketing initiatives.