The Butcher The Baker

The Butcher The Baker won Bronze in the Design category at Cannes Lions this week; adding to its win for Writing for Design at the Design Week Awards, and a D&AD pencil for branding.

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!

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.

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.

For the 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 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