Should you’re not a fan of meat, look away now. Studio Blackburn has crafted the brand new id for Meat Ellis Butchers, a sustainable “whole-carcass” butcher in London.
The company was introduced in earlier this 12 months after founder Nick Ellis acquired two long-standing butcher retailers in Blackheath Village and Blackheath Customary. He needed a contemporary look that will differentiate the 2 places and serve their distinct native prospects whereas nonetheless feeling like one household beneath a premium dad or mum model.
Studio Blackburn drew inspiration from the wealthy historical past and attraction of every spot, mixing custom with youthfulness to cater to those numerous demographics. I am speaking cheeky illustrations of meat characters all through, set towards a shiny orange backdrop and daring typography for one store, versus racing-green magnificence the place serif sort takes the lead for the opposite.
Should you’re aware of these areas, then you definitely’ll perceive the distinction. The Village has been round for the reason that 18th century; a lot of its inventory is Georgian and early Victorian, and it has a extra established, well-heeled crowd. The Customary got here alongside later, rising across the Royal Customary pub as a purchasing parade serving households spreading out from Greenwich and Charlton. It is the cheaper, youthful finish of the heath – property brokers deal with the 2 as fully completely different markets.
As talked about, the guts of the visible system is a solid of meat characters, led by ‘Meat Ellis’ himself. These figures smile all over the place, from the signage and packaging to pricing tags and tote luggage, bringing heat and humour to each retailers. Alongside the stacked dad or mum wordmark in a assured sans serif, they’re the one thread that runs via each. And so they’re animated, too, including a pleasant little bit of movement to digital channels.
For the historic Blackheath Village location, Studio Blackburn centered on custom, honouring the institution’s century-long legacy. Nick Ellis needed one thing that celebrated this heritage whereas giving a welcoming really feel. The ensuing ‘Village’ id has a classic-looking logotype and a complicated inexperienced color palette, whereas conventional inexperienced tiles and awnings costume the shopfront.
Over at Blackheath Customary, it is a up to date, youthful id – the enjoyable sister model to the Village. It is loud and playful, with vibrant orange accents and chunky typography, concentrating on a youthful demographic with “stylish, social-first aesthetics and widespread culinary enchantment”, because the studio places it. Hipsters, principally. If that phrase is even a factor anymore.
The tone of voice is charming. ‘Good to Meat You’ options on social media graphics and on employees T-shirts. Product tags embrace a strolling meat chop, as do the purchasing receipts. It is not like any butcher’s we have seen earlier than, and it should’ve been fairly the enjoyable problem to sort out two completely different markets beneath one umbrella model, however Studio Blackburn pulled it off brilliantly. Good to meat you, certainly.
