Cannes Lions

THE WORLDLY BUTCHERS

STUDIO MATHIAS PÄRES, Stockholm / TAYLORS & JONES / 2013

Presentation Image
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Description

Besides having to balance the humor with the premium-ness and to create a personal expression and style that could be played with, and utilized, in different ways in different media, without losing its recognition, I had to find a vehicle that could be used on their packaging to communicate their worldly flavors.

Execution

Just like they travel to different countries to create their sausages, I wanted a logo that could literally travel to different units. At the same time I quickly decided to create a symbol around the butchers for the personal feeling. Butchers in a balloon was that kind of "stupid" idea that one tends to quickly dismiss because it's too simple. But rather than "too simple" it felt "liberatingly simple". The butchers in the balloon became the vehicle I could stick on anything to have them travel on all units, as well as convey the different sausage flavors on their packaging.

Outcome

Their business is flourishing. The logo has been featured in ads by design picky department stores. They got loads of compliments. Swedish chains of grocery stores all over Sweden want the sausages on their shelves, so this is the first time a fresh sausage brand has got so much shelf space. And the butchers have been on TV as representatives of the big "fresh sausage wave" currently flooding Sweden.