Repositioning a meat-focussed restau­rant in a hotel in the heart of car­niv­o­rous Eastern Europe as a Vegan friendly des­ti­na­tion was a tough ask, par­tic­u­lar­ly when the venue in question has ‘Butcher’ it’s name. So we decided to play on the knife skills of the butcher, inventing a lib­er­at­ing new F&B posi­tion­ing around ‘Culinary Artistry’. Engaging the chefs, encour­ag­ing them to fashion a number of the­atri­cal dishes that can be served at the table with flair; show­cas­ing the butcher’s deft handiwork as they carve meat for a group, or del­i­cate­ly dis­sect­ing a fish in a cap­ti­vat­ing way. But the all new Able Butcher is also an expert at a delicious new menu of vegan and veg­e­tar­i­an dishes, approach­ing them with the same skill and artistry, within the kitchen and at the table. And finally, we put this artistry at the heart of the brand itself. Creating a series of organic hand­craft­ed illus­tra­tions of hero ingre­di­ents in the Butcher’s bold new colour palette, quietly focussing on the veg­eta­bles above the meat.