Block creates dual brand identities for Pardoo Wagyu Corporation; Pilbara purity and Kimberley presence

Block has developed a dual brand architecture for Pardoo Wagyu Corporation, delivering two distinct identities designed to work in contrast.

At the pinnacle is Pardoo Wagyu, an ultra-premium brand shaped by the Pilbara’s stark landscape. Alongside it sits Kimbara Wagyu, a versatile crossbred counterpart born of Japanese lineage and Kimberley country.

Together, they form a portfolio that balances rarity with accessibility, restraint with richness, place with craft.

Pardoo Wagyu: A Provenance of Purity
For Pardoo, Block created an identity anchored in the brand idea “A Provenance of Purity.”

The design system rejects familiar luxury codes of ornament and indulgence, instead adopting editorial restraint and stark simplicity. Force-justified typography stretches like heatwaves across horizon-wide margins, while a scorched Pilbara palette roots the brand in place.

At the centre of the identity is The Odyssey, a founding narrative written as a three-chapter journey: The Setting, The Struggle, The Goal. It frames the Pilbara as both stage and protagonist, a coastal desert shaped by sea, stone and isolation, a place where rarity is earned through adversity, and a pursuit of perfection carried forward with intent and care.

“Pardoo’s purity comes from its place,” said David Storey, Creative Director at Block. “The Pilbara is vast, isolating and elemental. We wanted the identity to reflect that stillness and clarity, rather than add noise.”

Kimbara Wagyu: Premium, but not precious
Kimbara was created to introduce a crossbred Wagyu brand without diluting Pardoo’s aura of rarity. Its identity draws from the Kimberley’s mineral-rich terrain, expressed through a dark, textural palette.

At its heart is a bespoke logomark based on the Japanese character GYU (cow), created with master calligrapher Maki Shimano. Paired with a bold, modern wordmark, it balances cultural resonance with graphic presence.

“Kimbara is designed to be premium but approachable,” said Storey. “It speaks to chefs in a different way, warmer, bolder, more versatile, but still with the weight of craft and provenance behind it.”

Two brands, one system
The two brands now operate as distinct but complementary parts of Pardoo Wagyu Corporation’s portfolio. One austere, one expressive. One elemental, one textural.

“By designing them in contrast, each strengthens the other,” Storey said. “Together they reflect the duality at the heart of Wagyu in Australia, Japanese bloodlines raised on Western Australian country.”