Their original logo was overly complex, so I decided to strip this back to make it simple and recognisable. The block lettering was created from the idea of a dependable butcher block, softened with an organic arch. The inclusion of ridged graphic circles encapsulating the word 'butcher' represents their award winning produce of homemade pies.
Continuing with the idea of simplicity, we purposefully designed a limited colour palette, with the primary choices of blue and yellow. Secondary colours of green and gold expand the palette, chosen to compliment the primaries while working perfectly on either a blue or white background.
Our typography choice was the Montserrat family, for its unmistakeable clarity and legibiltiy of characters. Although this family has a wide range of font styles, we limited their use to just regular and semibold.
To add provenance and depth to the brand, we designed a set of graphics to represent their british heritage and the high quality of products that they hand make on-site at the shop.
It starts with a plan
Using images that we took of the retail premise's shop front, line drawings were produced to give us the areas that we were intending for signage and graphics. At this early stage we recommended the exterior of the premises to be repainted to match the brand design.
With the plans formulated and approved, we set about creating the graphics for the windows. The replacment header boards were designed to look like wood, but using hard wearing and weather proof materials including vinyl wrap. These created the bases for the CNC routed lettering that were applied with stand off locators to create a 3D effect.
This effect was carried over onto the signage that was designed for the corner of the building, and also the projecting sign that is hung in prominence over the entrance to the retail premises.
A suite of vinyl graphics were created to be applied to the inside of the shop windows, with the finishing touches of recovered dutch canopies and LED lighting over all of the signage.
Their online shop continues to be a succesful part of their business, especially with the local community who have been grateful for their delivery service throughout the pandemic.