| Cannes Lions 2017 | ||
|---|---|---|
| Design | Comprehensive Branding Programs: Creation of a new Brand Identity: Consumer | Bronze Lion |
Title: The Butcher The Baker
Agency: The Partners
Brand: The Butcher The Baker
Country: United Kingdom
Entrant Company: The Partners, London
Advertising Agency: The Partners, London
Creative Director: Stuart Radford (The Partners)
Designer: Steven Mzar (The Partners)
Design Director: Kevin Lan (The Partners)
Junior Designer: Ned Image (The Partners)
Outcome:
“The hidden reveal within the logo always brings a smile to the faces of our customers and starts a conversation. It has helped us gain a lot of interest and new customers. It’s become a talking point at the till and in the town. The new branding has led to great PR including being featured in the Evening Telegraph. The branding has become talked about as much as our product.” – David Webster, Founder Although only recently launched (since February 2017), the new brand for The Butcher The Baker is turning heads in Dundee and has helped establish the shop as a traditional and artisan supplier of fine quality meat and breads. Freedom!!
Campaign Description:
A butcher and a baker?! Obviously, we were reminded of the old 18th-century nursery rhyme ‘Rub-a-dub-dub’, and one line caught our attention in particular: ‘The Butcher, The Baker, The Candlestick Maker’. We kept the name simple: The Butcher The Baker and created a logo that takes the shape of a candlestick. Inverted within the candlestick are the silhouettes of the butcher and the baker, playfully reminding the viewer of the rhyme.
Synopsis:
A third-generation artisan bakery and a much loved, family-owned butchery joined forces and were looking for a new identity that would catch the attention of the locals in Dundee, Scotland.We were asked to come up with an identity that would unite two traditional establishments in a contemporary and innovative way. With a history steeped in Scottish tradition, historical family rivalries, and an inherent pride in craft and quality, we couldn’t believe our luck!
Strategy:
When crafting copy for the shop signs, business cards and bags, we saw an opportunity to convey a commercial message with a playful twist. Remaining true to the familiar rhythmic lilt and rhyming pattern of ‘Rub-a-dub-dub’, we looked for opportunities to play with the third line in order to create a sense of intrigue and creativity… and make people smile.
Execution:
Logo - The Butcher and Baker both brandish the tools of their trades in a slightly competitive stance. When they come together in negative space it creates a candlestick but also adds a little traditional Scottish family tension.3D Prints of the logo added detail, depth and craft to applications including signage. This helped customer engagement and confirmed the quality of the product.The logo and copy have been applied across shop posters and signage, aprons, bags, delivery vans, ornamental candlesticks; and a zoetrope for kids has been created for instore entertainment. The style of communication mirrors the project itself – a traditional foundation kept relevant through surprising flexibility and inventiveness.