Repositioning a proudly meat-centric restaurant in the heart of Eastern Europe as a destination with equal appeal to vegans and vegetarians was no small feat – especially when the venue is called The Able Butcher. Rather than sidestep the name, we embraced it, developing a bold new positioning around Culinary Artistry — a celebration of chef skill and kitchen theatre, whether delicately slicing steak or plating vibrant, plant-based dishes.

We collaborated closely with the culinary team to inspire performance-led moments at the table — think table-side carving, ingredient storytelling, and a heightened sensory experience. To visually express the new direction, we created a library of hand-drawn ingredient illustrations in a fresh colour palette that subtly champions vegetables over meat.

Our work also included a refined logo lockup system and a suite of supporting brand assets: stamps, stickers, signage pack and a toolkit of graphic elements designed for use across menus, uniforms, walls and digital touchpoints. All of our work was then collated and put into a comprehensive brand guidelines document with rules of usage to ensure future consistency. The result is a reimagined identity that elevates both meat and veg, turning The Able Butcher into a destination for inclusive, ingredient-led dining — without losing its bold, crafted edge.

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