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.

SOCIAL

I created monthly paid social content, targeting new and lapsed customers.

Loyalty Program

We named and branded their new loyalty program, Sizzle Society. I designed the visual identity including the logo, icon system, and tier levels.

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.

AI GeneratED PHOTOGRAPHY

I stretched production budgets by using AI to supplement high-end photoshoots with Midjourney image automation.

EMAILS

I also applied the new brand platform to a lot of emails.

RESULTS

Most importantly, it worked.

Copywriter: Al Duggan

Photographer: Wayne Chinnock