Butcher is a small boutique brewery located north of Tel-Aviv, Israel. The project includes a completely graphic identity and packaging.
Since it was a full re-branding except for the name “Butcher”, we were given the exciting and rare opportunity of starting work on a true blank page and had a lot of creative freedom. Within that, the intention was to create a solid and interesting identity that would convey a sense of expertise in the field of beer making, along with a memorable look, feel and tone of voice.
We suggested the idea of an old style jewish deli from the beginning of the 20th century owned by eastern European immigrants. Such as Katz’s in NYC and Schwartz’s in Montreal. They possessed a very distinct and recognizable style that fitted perfectly with the direction we were looking for as well as offered a great opportunity to experiment with Yiddish, English and Hebrew typography and humours Yiddish expressions that are generally understood by an Israeli crowed. For example the six pack box says on the banner “A groisse metzia”, meaning “A great deal” or “A great bargain”.
After finding the reference we started doing an extensive visual research of the subject. From the window signs, the menus and packaging to old Yiddish theater posters, equipment and most importantly, the people. We then created the illustration of the brand character as a lovable old butcher who “knows what he’s doing”, trying to project that credibility on the beer itself. The Logo was created by altering Hebrew/Yiddish characters to form the name Butcher in English while looking like it was written in Yiddish.
— Nine Graphic Design