Ellis Butchers
Brand Identity
2026
SCOPE
Brand Strategy and Architecture
Visual Identity Systems
Character Design and Illustration
Verbal Identity and Messaging
Environmental and Signage
Packaging Systems
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BRIEF
Founder Nick Ellis acquired two distinct shop locations in Blackheath Village and Blackheath Standard. We were asked to create a unique branding strategy for what was to become a pioneering, sustainable whole-carcass butcher business. The core challenge was to differentiate the two locations to serve their specific local audiences while maintaining a cohesive, premium parent brand.
WORK
We developed a multifaceted architecture strategy to manage the two distinct shop personalities under the overarching Ellis Butchers umbrella. For the historic Blackheath Village location, we focused on tradition, using a classic logotype and a sophisticated green colour palette with traditional tiles to honour the shop’s century-long legacy. For the Blackheath Standard location, we built a modern twist, a vibrant, youthful identity using bold typography and striking orange accents to target a younger demographic. Both are united under a parent brand that stands for absolute excellence and ethical sourcing.
PLAY
The heart of the brand is a cast of charming meat characters led by the iconic “Meat Ellis.” They embody the spirit of the identity and bring a sense of warmth and humour across various digital and physical touchpoints. By juxtaposing traditional green awnings at one shop with trendy, social-first aesthetics at the other, we transformed a classic neighbourhood trade into an innovative culinary brand world that celebrates community connection.
Toggle
Ellis Butchers
- Brand Strategy and Architecture
- Visual Identity Systems
- Character Design and Illustration
- Verbal Identity and Messaging
- Environmental and Signage
- Packaging Systems
BRIEF
Founder Nick Ellis acquired two distinct shop locations in Blackheath Village and Blackheath Standard. We were asked to create a unique branding strategy for what was to become a pioneering, sustainable whole-carcass butcher business. The core challenge was to differentiate the two locations to serve their specific local audiences while maintaining a cohesive, premium parent brand.
WORK
We developed a multifaceted architecture strategy to manage the two distinct shop personalities under the overarching Ellis Butchers umbrella. For the historic Blackheath Village location, we focused on tradition, using a classic logotype and a sophisticated green colour palette with traditional tiles to honour the shop’s century-long legacy. For the Blackheath Standard location, we built a modern twist, a vibrant, youthful identity using bold typography and striking orange accents to target a younger demographic. Both are united under a parent brand that stands for absolute excellence and ethical sourcing.
PLAY
The heart of the brand is a cast of charming meat characters led by the iconic “Meat Ellis.” They embody the spirit of the identity and bring a sense of warmth and humour across various digital and physical touchpoints. By juxtaposing traditional green awnings at one shop with trendy, social-first aesthetics at the other, we transformed a classic neighbourhood trade into an innovative culinary brand world that celebrates community connection.