The Clients


The Brief

When ‘Vic’s Premium Quality Meat‘ decided to launch a premier retail brand – Protein were presented with the challenge to add a little mustard to the meat. Having already placed VPQM as an innovative brand identity within the food industry, we were called upon to raise the bar and create a brand that would be ‘the Louis Vuitton of butchers’.

Our Response

Having had the pleasure of working with the client for over 4 years and knowing their willingness to push the envelope of their trade – we were able to approach the brand from left of centre. The retail shop was a complete renovation of an existing butcher shop steeped in tradition.

With the Puharich family’s wealth of history and tradition – our approach was to create an identity that would feel as comfortable in the streets of Europe as it would in the hoi poloi of Woollahra. We illustrated a traditional butcher’s apron of chocolate and coffee – pinned by a crest of proud cleavers.

The Result

Victor Churchill are recognised as the world’s most incredible butcher shop. Our brand designs complement the luxurious and innovative fitout and interior design by Dreamtime Australia to create a customer experience like no other.

The brand has successfully been applied to packaging, transport, uniforms, signage and much, much more. The brand has also won international design awards including a 2010 IMA Award.