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Butcher is a small boutique brewery located north of Tel-Aviv, Israel. The goal of the branding process was to create a solid and interesting identity that would convey a sense of expertise in the field of beer making, along with a memorable look, feel and tone of voice. We suggested the idea of an old style jewish deli , since they possessed a very distinct and recognizable style that fitted perfectly with the direction we were looking for as well as offered a great opportunity to experiment with Yiddish, English and Hebrew typography and humours Yiddish expressions that will work well on an Israeli crowed. We created the illustration of the brand character as a lovable old butcher who “knows what he’s doing”, trying to project that credibility on the beer itself. The Logo was created by altering Hebrew/Yiddish characters to form the name Butcher in English while looking like it was written in Yiddish.
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