Studio Blackburn Crafts a Dual Identity for Meat Ellis Butchers
Studio Blackburn has developed the brand identity for Meat Ellis Butchers, a new sustainable whole-carcass butcher concept founded by Nick Ellis. Designed around two distinct retail locations in London’s Blackheath area, the project balances heritage and contemporary culture through a carefully structured brand system that allows each shop to connect with its local community while remaining part of a unified business.
Rather than applying a single visual identity across both locations, the studio created a flexible brand architecture that responds to the unique character of each neighbourhood. The challenge was to establish two different customer experiences without losing the consistency and recognition of the overarching Meat Ellis Butchers brand.
The Blackheath Village location embraces the area’s historic atmosphere through a refined visual language inspired by traditional British butcher shops. A classic logotype, deep green colour palette and handcrafted tile details reinforce the shop’s long-standing presence while communicating quality, craftsmanship and trust.
In contrast, the Blackheath Standard location introduces a more energetic interpretation of the brand. Bold typography, vibrant orange accents and a contemporary visual approach create a youthful identity aimed at a new generation of customers. The result is a space that feels approachable, expressive and designed for both the physical retail experience and digital engagement.
Connecting both locations is the parent Meat Ellis Butchers identity, built around a commitment to ethical sourcing, sustainability and whole-carcass butchery. This shared foundation allows the two shops to maintain distinct personalities while reinforcing a consistent premium positioning.
One of the project’s most recognisable features is its cast of illustrated meat characters, led by the playful mascot “Meat Ellis.” Appearing across signage, packaging, merchandise and digital applications, the characters introduce warmth and humour into the brand while making the traditional world of butchery feel more accessible and memorable.
By combining heritage-inspired design with contemporary branding principles, Studio Blackburn has transformed a familiar neighbourhood business into a flexible identity system that reflects the character of its surroundings while presenting a cohesive vision for a modern, community-focused butcher brand.
