Anyone who knows New Zealand, knows Mad Butcher is a kiwi institution; the local butcher that expanded to become everyone’s local butcher. With this in mind it came as a surprise to see that the icon of the meat world had taken a leap of faith and decided it was time to update it’s branding – a much needed exercise.

The brand update was a collaboration between designers Peter Radich & Mike O’Sullivan, with the website being developed by The Space In Between. Peter says: “Although the new look & feel for the Mad Butcher was more of a brand evolution, we felt the strongest positioning for the brand lay in the past and the heritage surrounding butchery in New Zealand. The inspiration came from early butchers stores and uniforms with the use of the striped aprons and white surfaces a key component. We also looked at the iconic Kiwi status that both the Mad Butcher and Peter Leitch had with the brand.

The overall project brief was to bring the whole retail & brand back to a more traditional Kiwi butcher and give a real sense of history and tradition to the stores. Because the stores are owner operated franchises the new look & feel needed to be adaptable and easy to roll out across various signage sizes, building styles and store environments”.