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The Nation's Local Butcher.

The Meat Man

The Brief.

The Meat Man is the UK’s fastest growing online butchers, competing with some of the biggest online food retailers. They approached us to improve their brand, and to help take the company to the next level.

The existing branding had become dated and didn’t represent the quality that The Meat Man provides. The new branding needed to have a quality but approachable feel and needed to apply to all target markets; from Mrs Jones down the road to gym goers and ultimate foodies.

One of the problems with the existing ‘lime green’ was that it was hard to work alongside other colours. Another issue was that luminous feel has negative connotations – being related to a cheaper brand with rock bottom offers that you’d see in bold fonts on a neon background.

The Man Himself

Putting a face to the name… A hand drawn and vector depiction of the man himself. Drawing on traditional influences, this creates a much more personable feeling and a knowledge that you’re buying from a quality, traditional butcher rather than a mass producing ‘meat factory’… developing a trust with customers.

A personable brand that customers can trust.

We created completely customised font and exclusivity for The Meat Man. With the varied range of markets that The Meat Man will be targeting, a font that can be used universally was essential. Starting out with harsh edges… rounded edges and curves were added to give it a softer and more welcoming look.

Having this as the focal point of the logo gives our message prominence. Framed in a traditional ‘hand-crafted’ etch marquee to further the hands on butcher approach, flowing into a handwritten ‘The’ which will give the illusion of a signature.

A stamped monogram sits at the bottom of the branding, which is a seal of approval and quality stamp.

As part of the branding exercise, we created mockups to show how the new look will work on various outputs.

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