BUTCHERBOX
ButcherBox makes it easy by delivering healthier premium meat and seafood right to your door. But they’re no longer the only meat delivery service. We were asked to help differentiate them in a crowded category. They needed a brand platform that could be functional, even as it delivered an emotional call to action…
BEFORE AND AFTER
Visually, they also needed a refresh. They were not differentiated from the category (left), so I created a new visual identity (right) using a vibrant color palette to highlight the quality of the meat and better reflect the passion of their members.
Loyalty Program
We named and created the visual identity for Sizzle Society. I created a custom font using their box for the dot of the i.
There were 3 tiers of benefits.
BRAND GUIDELINES
I designed the 50+ page brand guidelines to help inform their internal creative team.
Print Campaign
This campaign pit the all-too-familiar downsides of the grocery store against the ease of getting ButcherBox delivered.
PHOTOSHOOT ART DIRECTION
I art directed and produced quarterly photoshoots to build an image library of 400+ photos/year. Responsibilities included creating shot lists and shoot schedules, managing the photographer on set (plus food stylist & prop stylist), hand modeling and retouching.
I also applied the new brand platform to a lot of emails.
RESULTS
Most importantly, it worked.
Copywriter: Al Duggan
Photographer: Wayne Chinnock