Overproduction of livestock is a global issue with unsustainable production and consumption methods. The solution I created was The Meatless Butcher; a brand on a mission to reduce the strain on the meat industry by providing curious meat eaters protein without compromise.

The brand uses the display typeface Prime Cut; a custom sans serif influenced by traditional butchery to create a sense of familiarity and integrity, but still remain fresh and contemporary for both an online and physical environment. The flag silhouette and seal mark are used in the branding to show the high level of quality on the meat.