Making the butcher a brand
Beisser, Brand Relaunch, 2010
Beisser is a traditional Hamburg-based family firm now run by the 6th generation and specializing in the finest meat products; in fact, it actually supplied meat to Kaiser Wilhelm. Beisser is one of the city’s pioneers in terms of authentic high-quality products. However, the brand image has so far not conveyed these high standards, and the stores have looked like any other corner-shop butcher. This realization was the starting point for a special collaboration between Beisser and MUTABOR.
Based on research into product design trends and best-case benchmarks, we worked with the founding family to develop a brand model and define a corporate design. To convey the high quality, the traditional aspect of Beisser was reinterpreted in a way that was both unusual and prestigious. The creative starting point was an original illustration of butchers’ apprentices from 1896. Elements of the historical photograph were translated into modern iconographic design elements. In this way, a design idea links the company’s long history inseparably with the 21st century, turning a simple butchery company into a brand.
The corporate design, packaging ranges and shop design were created as an integral concept for a new brand image combining innovation and tradition. Every detail was selected on this basis: from the special tiles through the enamel signs and slate tops in the store design to the black paper in which to wrap the meat. Since then, the brand has conveyed exactly the standard of quality that has characterized its products for over 100 years.
Corporate identity, Corporate design, Logo design, Packaging design, Branding, Communication, Set design, Concept and design planning (HOAI LP 1-3), Submission planning (HOAI LP 4), Execution planning (HOAI LP 5), Calls to tender (HOAI LP 6/7), Supervision of production, implementation support and site supervision (HOAI LP 8), Project control, Documentation