Droughtmaster is a low-maintenance breed that genetically doesn’t require the handling or chemical interventions that many British and European breeds do. This natural, low-touch approach to farming is trending with today’s consumers.
The brand tagline was rounded out with the inclusion of wonder. Few words were able to aptly capture the innate qualities of this iconic breed and its ongoing success in Australia’s difficult farming environment of recent years.
Importantly the Australia’s natural wonder brand idea softened the brand feel (the previous website is captured in the video below).