CUTTS THE BUTCHER
The deli that doesn't exist (yet), with an identity that does
MY ROLE
Creative Director
Visual Identity, Logo, Branding, Menu Design, Packaging Design
STATUS
Concept
CLIENT
Self-Initiated
Cutts the Butcher is a self-initiated concept for an imaginary artisanal deli. I created it to develop logo, brand and packaging design outside of spatial work, and to explore AI visualization for mockups. The name comes from a deep-cut reference within a comic book series I loved as a kid.
The entire visual identity is my own: the logo, a menu (both its print design and the offerings themselves), a dieline for takeout packaging, the order ticket, business and loyalty cards, deli tickets and stickers. It’s a whimsical exploration of graphics, typefaces and color based on a deli I’ve always wanted to open, and a chance to practice other facets of creative direction.
IDENTITY
Both the color palette and typefaces pair classic with contemporary. The red and green tones are inspired by Philadelphia’s Italian-American delis where I grew up going, set over a light blue base layer that skews current. The typefaces work the same way: Acme Gothic as a clean sans serif, beside Instrument Serif, which echoes the traditional with a modern edge.
All packaging visualizations were generated with AI.