Sharpening the brand with digital innovation
With more than 28.000 employees and a yearly revenue of about 61 billion crowns, Danish Crown is a global operator within meat production and refinement. But the company that was founded in 1887 is also a good example of how you grasp the opportunities of digitalisation.
With the new webshop called Dyrbar.dk, we have collaborated closely with Danish Crown to create a pilot project that is focused on testing an entirely new digital business model. You see, this is the very first time that Danish Crown is selling meat products directly to the consumers.
The intention behind the new webshop is not necessarily that Dyrbar should become a cash cow for Danish Crown. Quite the contrarary, the purpose was to create a commercial experiment that should provide the company with a better understanding of the eCommerce market.
Other than that, the new Dyrbar brand represents some of the finest cuts available on the meat market why it also contributes with sharpening the collective brand of Danish Crown both internally and externally. Therefore, it was also essential to create a website that both visually and design-wise could communicate the luxurious expression of Dyrbar.