The Brand Identity

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Meatsmith by Studio Round

Meatsmith is a butcher shop in Melbourne, Australia, founded by chef Andrew McConnell and specialist butcher Troy Wheeler. They share a passion for quality, provenance and the art of real butchery. The shop was set up to showcase premium, local and ethically-reared meat.

Studio Round designed Meatsmith’s identity to align with the founders philosophies and communicate their dedication to their craft. They intentionally avoided the stereotypes of butcher branding such as heavy typography, cute cows and knives.

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