The Butchery
Positioning, Brand Development & Website Development
The Butchery, known by those in the know, for its ethical sourcing and whole carcass approach, stands out for its sustainable methodology harking back to traditional farming and land management techniques. Preparing for sale and aiming to increase value, the founders sought to enhance the brand, its communication, customer base, and create clarity of position in the marketplace.
Insight
With growing awareness of the environmental and welfare impact created by meat production, a small set of consumers are leading the way, seeking sustainable, healthy, rare breed solutions. This mindset is not catered for by the traditional high street butcher or supermarket. From this insight, develop a positioning for the Butchery that connects with this consumer mindset.
The Spark
Champion the 'modern meat eater' cohort and share the Butcherys and its suppliers passions for whole carcass butchery and sustainable farming methods. Create a platform that allows each supplier to have their own web page to tell and promote their own production story. Carry these stories through the retail experience and online to empower customers, driving word of mouth, by allowing them to learn the provenance and farming techniques behind the Butchery’s unique product offerings.
Website
The website serves as a second storefront, showcasing the Butchery's expertise and farmer relationships. Designed with an artisan feel, it emphasises photography to highlight the quality and passion behind the Butchery's pre-intensive farming techniques and whole carcass practices.
Provenance Film
A short film was commissioned to support the new website launch, offering a behind-the-scenes look at the Butchery. It highlights the business's values and the unique provenance and methodology of its products.
Photography
High-quality photography was essential to convey product quality. Images were carefully lit to reveal deep, rich colors and textures, creating a warm, inviting feel reminiscent of epicurean and recipe books familiar to customers.
