Sanfte Metzger

The number of people choosing healthy and fairly traded foods over cheap, mass-produced products from multinational corporations is growing noticeably every year. Consumers want meat from humane and ethical farming practices, as well as fair-trade coffee and chocolate. Ethical and moral values have become important considerations in our diet, taking up a significant part of public discussions.

Additionally, there is a trend toward preferring regional products due to shorter transport routes. These changing consumer values now reflect a lifestyle that combines enjoyment with social responsibility."

This shift inspired a startup to create a chain of butcher shops focused on treating meat as a high-quality product and ensuring respect for the animals. This philosophy forms the core of their brand. The brand name, Sanfte Metzger (“Gentle Butchers”), has already been chosen, and the slogan is: "Experts in responsible meat enjoyment."

- Presentation of the logo (a combined word and image mark), including its structure, components, proportions, color and size variations, typography for the brand name and slogan, placement guidelines, and do's/don'ts.

- Typography guidelines for the corporate design.

- The color scheme for the corporate design.

- Stationery such as letterheads (DIN 5008 format)

- Business cards

- Envelopes (DIN long with a window, and C4 without a window)

The company prides itself on treating animals the way they should be treated – with love and respect.

Gentle Butchers strives to be an environmentally friendly company that takes proper care of all living things.

The price of their product will be slightly above average compared to the competition, for which they have a reason – quality.