THE LOCAL BUTCHER SHOP

Berkeley, Ca

BRAND STRATEGY & DEVELOPMENT

Chef with tattoos slicing a large piece of raw meat at a wooden cutting board.
A butcher hanging a carcass of meat in a butcher shop, with a knife on the wooden counter in the foreground.
A raw beef rib roast placed on a wooden cutting board.

OUR ROLE

BRAND IDENTITY

POSITIONING

MESSAGING

VISUAL DIRECTION

SITE DESIGN

SOCIAL MANAGEMENT

The Challenge

Educate customers about the craft and value of whole-animal butchery while building a brand identity that reflects transparency, sustainability, and butcher expertise. At the same time, TLBS needed to increase exposure, broaden its reach, drive foot traffic to the shop, and ultimately support sales and the business's long-term health.

The Approach

We partnered closely with the TLBS team to create a brand that felt as intentional and skilled as their work behind the counter. The goal was to tell a story—of sourcing, craftsmanship, and community—through every piece of content and customer interaction. We built a refined yet approachable identity rooted in trust, tradition, and transparency.

The Execution

We developed a unified brand voice and visual direction that touched every layer of the customer experience, both online and in-store.

Our work included

  • A refreshed, scalable visual identity

  • Cohesive messaging across social, print, and digital

  • Newsletters and social campaigns

  • Seasonal marketing strategy and design assets

  • Social media strategy, management, and content creation

  • Web design and social updates to highlight butcher expertise and sourcing practices

A tattooed man wearing a cap, white shirt, and apron, sitting on a chair with arms crossed, holding a large curved knife, against a plain background. Editorial headshots for the Local Butcher Shop.

The Results

  • Increased foot traffic and broader demographic reach

  • Growth in newsletter subscribers and digital engagement

  • Consistent rise in return sales

  • A strengthened community connection rooted in shared values

Handwritten text reads: "Inspired? We'd love to hear from you."
Raw lamb chops on a dark wooden surface.

Justin and Kelsey have a deep understanding of our brand and how to communicate it effectively—paired with the flexibility every small business needs.”

— Seth Crabtree, GM, The Local Butcher Shop