Butcher shopIdentity · Shop materials
Two horns,
one name.
00The project
- Client
- Harley’s Meat House
- Sector
- Butcher shop
- Year
- 2023
- Typeface
- DIN Condensed
Harley’s Meat House is a butcher’s shop. In 2023 we drew its mark: a flat-topped bull’s head, horns swept out level, and the name written underneath in one quick stroke. The palette is navy, a butcher’s orange and cream; anything that has to be read across a counter is set in DIN Condensed. The mark then went onto a loyalty card, a band for meat trays and three posters for the shop.
- Logo and lockups
- Colour and type
- Bull-head pattern
- Loyalty card
- Tray band
- Shop posters
01The mark
A head cut flat,
a name written fast.
The top of the head is cut flat, the horns sweep out level, and a pair of square brackets closes in on the muzzle. The name is written beneath in one quick brush stroke, with MEAT HOUSE set small in DIN Condensed. Three colourways: navy and orange on cream, cream on navy, cream on orange. The head also works on its own — as a stamp, and as a pattern.
The head alone · stamp and pattern
02Colour and type
Navy, orange,
and type for the counter.
Navy is the shop’s voice, orange its appetite, cream stands in for paper. One typeface, DIN Condensed — narrow, plain and clear, so a poster or a shelf card can carry a lot of words without crowding.
RGB 43 55 67
RGB 241 90 41
RGB 255 249 227
03At the counter
A card that fills
one stamp at a time.
The loyalty card sets the mark on the navy bull-head pattern. On the back, ten stamp boxes are drawn with the same corner brackets as the logo, and the last one is the head itself. A band for meat trays carries the same navy and pattern, with the product set large in DIN.
04Shop posters
Three posters,
three bad puns.
Each poster makes one pun. In the 2023 files the lettering ran over an engraved drawing of a cut; the drawings’ source is not recorded, so they are left out: the same words are re-set large in DIN Condensed with the mark in the corner, and the bull’s head, drawn large in a darker tone, takes the drawing’s place.
Three shop posters · re-set from the 2023 wording
Quality in every quantity.