Scope

Craft the visual identity for a premium butchery chain that sells (mainly) artisanal meat products from their own free-roam cattle farm in the French hills south of Limoges.

Process

I dived into research around artisanal butcheries and how they build up their visual language. First I started off with the concepts of the logo, and translating that into all the different packaging and display materials. One of the requirements was that it should be simple and technically low-demanding, so I opted for a mainly black and white identity with orange-brown accents based on the colour of their main cattle breed, the Limousin. The photography of their more than 600 different products happened in a small improvised setup right behind their counter, to ensure minimal exposure outside refrigeration.

Solution

It's fascinating to see the logo and basic visual elements come to life when applied throughout their whole shopping experience. Although simple in execution, the branding was easily adaptable to a multitude of applications, such as wrapping papers, shopping boxes and cooler bags, newspapers, menus, van and foodtruck wrappings,… From the start on, Millevaches was a strong brand that got known for their high quality rather quickly. Nowadays, they are running 3 stores and serving their meat in affiliate restaurants.