Cannes Lions

The Butcher The Baker

THE PARTNERS, London / THE BUTCHER THE BAKER / 2017

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Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

A butcher and a baker?! Obviously, we were reminded of the old 18th-century nursery rhyme ‘Rub-a-dub-dub’, and one line caught our attention in particular: ‘The Butcher, The Baker, The Candlestick Maker’.

We kept the name simple: The Butcher The Baker and created a logo that takes the shape of a candlestick. Inverted within the candlestick are the silhouettes of the butcher and the baker, playfully reminding the viewer of the rhyme.

Execution

Logo - The Butcher and Baker both brandish the tools of their trades in a slightly competitive stance. When they come together in negative space it creates a candlestick but also adds a little traditional Scottish family tension.

3D Prints of the logo added detail, depth and craft to applications including signage. This helped customer engagement and confirmed the quality of the product.

The logo and copy have been applied across shop posters and signage, aprons, bags, delivery vans, ornamental candlesticks; and a zoetrope for kids has been created for instore entertainment.

The style of communication mirrors the project itself – a traditional foundation kept relevant through surprising flexibility and inventiveness.

Outcome

“The hidden reveal within the logo always brings a smile to the faces of our customers and starts a conversation. It has helped us gain a lot of interest and new customers. It’s become a talking point at the till and in the town. The new branding has led to great PR including being featured in the Evening Telegraph. The branding has become talked about as much as our product.” – David Webster, Founder

Although only recently launched (since February 2017), the new brand for The Butcher The Baker is turning heads in Dundee and has helped establish the shop as a traditional and artisan supplier of fine quality meat and breads.

Freedom!!

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