When chef Scott Grieve in Marietta, Georgia asked his friend and graphic designer, Steve Martin, to design a logo for a potential new butcher shop, Steve told him he needed more than a logo to create a successful brand. As a long term friend and collaborator, Martin referred Chef Grieve to Grant Design Collaborative. After an initial meeting, Scott and his wife, Nancy, agreed they not only needed a logo for their first retail venture but partnered with the Grant team for guidance on how to create and launch a full scale brand experience that would bring his vision of a premium butcher shop to life. Grant Design Collaborative was retained by the Grieves over a six month period to create a name and brand identity, website, messaging, social media, apparel, signage and retail interior design of the butcher shop.
The owner and namesake has a culinary background that spans over four decades and wanted to establish a source for fine meats and provisions that united his passion for cooking, entertaining, and personal service. He envisioned a setting that was comfortable and unpretentious – a place where the novice can feel comfortable asking for recommendations or the expert can talk shop – and all can leave with all the ingredients for a fine meal. From the start, it was a collaboration built on trust. Scott and Nancy trusted Grant Design Collaborative throughout the process of designing the shop and building their brand. It was a collaborative and fun-filled journey, from beginning to end.
Name Development
While the clients had some rough ideas for a name, we recommended starting from scratch to ensure a strategic process. Many thoughtful and evocative names were thrown into the pot – some abstract, others more flavorful – but in the end, the simple, straightforward, “The Butcher on Whitlock” was selected. It was the perfect word-of-mouth decription ready for patrons to share the essentials: Who, What and Where. The naming convention is also designed to accommodate future locations in other cities.
Grant also proposed the brand descriptor, “Purveyor of Fine Meats and Provisions,” to articulate The Butcher on Whitlock’s product offering.
Brand Identity
Grant Design Collaborative created a classic bistro-inspired logo for the brand which puts a bold emphasis on the word “Butcher” for a quick read. The detailing in shape and typography was inspired by cutlery labels and tools of the trade.
Retail Interior
A generic retail space in an unassuming strip mall just west of Marietta Square was gutted and transformed into The Butcher on Whitock. The Grant team collaborated with the Grieves on interior design, space planning, flooring, lighting, materials and finishes, shelving design and other fixtures. We even designed a custom table for checkout. Through site visits, collaborative sessions, e-mails, and sample reviews, the space came to life quickly. The retail experience is clean, bright and spacious with reclaimed wood elements for added warmth.
The Portrait
In addition to fine food, Scott and Nancy Grieve share a passion for art. Their appetite for personal expression is on full display in their home. To bring that personal touch to the shop, Grant proposed a commissioned portrait of the butcher himself by one of their favorite artists – Atlanta-based painter Patrick Lewis. Hanging on the back wall, the expressive portrait creates a focal point as Scott’s welcoming smile imbues the space with the warmth and enthusiasm of a gracious host.
Apparel
Scott wanted apparel and merchandise that reflected his playful sensibility. He referenced some phrases that he liked, and from there, we crafted a series of meat-inspired witticisms, exuberantly expressed in the bistro-inspired style of the identity. Along the way, Scott coined his signature term for these zingers, “Meatisms.” Caps, t-shirts and work shirts were all emblazoned with these odes to meat and The Butcher on Whitlock’s endearing wit.
Website & Social Media
Grant designed and established The Butcher’s online presence with a website, Facebook and Instagram profiles – offering guidance and the initial online launch strategy to create interest in the opening. The social media campaign was wildly successful, and The Butcher is well on its way to building an engaged community of loyal fans and customers.
Opening
While our portion of the project winds to a close, it’s been a great start for The Butcher on Whitlock. An enthusiastic public had been clamoring for details since the day we established their social accounts; and once a landline was live, the phone rang to the popular refrain, “you open yet?” The grand opening kicked off in high style with a ribbon-cutting ceremony attended by Marietta Mayor Steve “Thunder” Tumlin and Councilman Johnny Walker, plus members of the Marietta Fire Department who arrived in a bright red fire truck to pick up dinner provisions provided by the shop. Since opening, lines and rave reviews have been constant and growing.
