Re-positioning a meat-focussed restaurant in the heart of carnivorous Eastern Europe as a Vegan friendly destination was a tough ask, particularly when the venue in question has ‘Butcher’ in its name. So we decided to play on the knife skills of the butcher, inventing a liberating new F&B positioning around 'Culinary Artistry'. Engaging the chefs, encouraging them to fashion a number of theatrical dishes that can be served at the table with flair; showcasing the butcher's deft handiwork as they carve meat for a group, or delicately dissecting a fish in a captivating way. But the all new Able Butcher is also an expert at a delicious new menu of vegan and vegetarian dishes, approaching them with the same skill and artistry, within the kitchen and at the table.
Our visual identity put artistry at the heart of the brand, through a specially created series of organic, handcrafted illustrations. Our designs celebrate hero ingredients in a bold new colour palette, quietly focusing on the vegetables above the meat; re-defining butchery as culinary knife skills. The team embraced the concept with gusto, breathing new life into the once-tired in-hotel restaurant, making it a destination for locals and guests.