The Brief

Vic’s Premium Quality Meat approached Protein with the awesome brief “We want to be the Virgin of the meat industry”. We were given a brief to develop a logo, which would at once be arresting, intricate and show them as a company with flair and tradition – essentially turning butchery on its head.

Our Response

The logo was designed to show a love and strength in what they do – the heart of the logo proudly emblazoning their name. This was then coupled with a unique back pattern that was illustrated around the details of Wagyu, and topped off with strong lines that echo the butcher’s stripes of yesterday.

A complete departure from the dour or cartoony staple of the industry – instead, an emblem which all others would be measured by.

The Result

Vic’s Meat approved the first direction that Protein presented, instructing us to roll out the design across all stationery, marketing materials, transport fleets, uniforms, online, interactive and more… phew – what a ride!

Protein also branded the overseas launch of the Singapore and Shanghai branches of the business. This included the opening of their new factories, including designing the factory signage, 3D invites, direct mailers – and even translations.

The brand has since evolved into a retail business and Protein have even taken the brand onto the App Store with the ‘Ask The Butcher’ iPhone application.