Studio Blackburn gives Meat Ellis Butchers a playful identity split across two Blackheath shops

If you're not a fan of meat, look away now. Studio Blackburn has crafted the new identity for Meat Ellis Butchers, a sustainable "whole-carcass" butcher in London.

The agency was brought in earlier this year after founder Nick Ellis acquired two long-standing butcher shops in Blackheath Village and Blackheath Standard. He wanted a fresh look that would differentiate the two locations and serve their distinct local customers while still feeling like one family under a premium parent brand.

Studio Blackburn drew inspiration from the rich history and charm of each spot, mixing tradition with youthfulness to cater to these diverse demographics. I'm talking cheeky illustrations of meat characters throughout, set against a bright orange backdrop and bold typography for one shop, versus racing-green elegance where serif type takes the lead for the other.

Three shopping bags hanging on hooks against a white tiled wall: two kraft paper bags with playful black silhouettes of meat characters, and a dark green canvas tote printed with "Village

Bright orange tote bag with black illustrations of three playful meat characters holding utensils, designed for Meat Ellis Butchers by Studio Blackburn

If you're familiar with these areas, then you'll understand the contrast. The Village has been around since the 18th century; much of its stock is Georgian and early Victorian, and it has a more established, well-heeled crowd. The Standard came along later, growing around the Royal Standard pub as a shopping parade serving households spreading out from Greenwich and Charlton. It's the cheaper, younger end of the heath – estate agents treat the two as entirely different markets.

The heart of the visual system is a cast of friendly meat characters, led by 'Meat Ellis' himself. These figures smile at you from everywhere – from the signage and packaging to pricing tags and tote bags. Alongside the stacked parent wordmark in a confident sans serif, they're the warm theme that runs through both shops. And they're animated, too.

A map of Blackheath showing two colour-coded shop locations: Standard marked with an orange circle at the top, and Village marked with a dark green circle below

Ellis Butchers shopfront with bright orange fascia, displaying the "Standard" branding and large window showing meat products inside

Blackheath Butchers storefront with green awning and "Village" signage at Ellis Butchers, number 12, featuring white classical columns and black railings

For the historic Blackheath Village location, Studio Blackburn focused on tradition, honouring the establishment's century-long legacy. Nick Ellis wanted something that celebrated this heritage while giving a welcoming feel. The resulting 'Village' identity has a classic-looking logotype and a sophisticated green colour palette, while traditional green tiles and awnings dress the shopfront.

Over at Blackheath Standard, it's a contemporary, youthful identity – the fun sister brand to the Village. It's loud and playful, with vibrant orange accents and chunky typography, targeting a younger demographic with "trendy, social-first aesthetics and widespread culinary appeal", as the studio puts it. Hipsters, basically. If that word is even a thing anymore.

The tone of voice is charming. 'Nice to Meat You' features on social media graphics and on staff T-shirts. Product tags include a walking meat chop, as do the shopping receipts. It's unlike any butcher's we've seen before. Nice to meat you, indeed.