THE ABLE BUTCHER

Agency: Run For The Hills
Client: The Able Butcher, Prague
Lead Designer: Myoung Chung
My Role: Artworker, Stamp Design
Deliverables: Brand Identity, Business Cards, Loyalty Cards, Coasters, Menu Design, Illustrations, Stationary, Promotional Flyers
Credits: www.runforthehills.com

The Able Butcher is a destination for culinary artistry – an inviting space where expertly grilled meat, fish and vegetarian dishes are paired with the finest wines. A place where every guest enjoys a memorable gastronomic experience that lingers long after the last bite.

Repositioning a meat focused restaurant in the heart of carnivorous Eastern Europe as a vegan friendly destination was no small challenge, particularly when the venue in question has ‘Butcher’ in its name. We chose to focus on the skill of the butcher, reframing the narrative around Culinary Artistry.

We worked closely with the chefs, encouraging them to create theatrical dishes served at the table with flair. From carving meat for a group to delicately preparing fish with precision, each performance celebrated the craft behind the cuisine. The same artistry was applied to a new menu of vegan and vegetarian dishes, treated with equal care and creativity in both preparation and presentation.

The idea of culinary craftsmanship extended into the brand identity. A collection of organic, hand drawn illustrations of hero ingredients was developed in a bold new colour palette, subtly placing emphasis on vegetables over meat. As a nod to the restaurant’s roots, we reimagined traditional butcher stamps, historically used to mark cuts of meat, into graphic symbols featured across menus and packaging. These acted as subtle quality seals, applied to both plant based and meat dishes alike, reinforcing the message that every plate is prepared with the same level of respect and skill.