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The Butcher’s Tale

When Kaskaid Hospitality took over the Butcher and the Boar space in downtown Minneapolis, it wanted to relaunch the restaurant with a refreshed name and look. The challenge was to capitalize on its existing brand recognition while signaling new elements—and doing it all in a dead-sprint two-week timeframe. Spot went to work and The Butcher’s Tale was born as the restaurant’s next chapter, reopening in May 2021. Inspired by storybooks and featuring a refined illustration style, the new brand reflected their “scratch kitchen” appeal. We developed a variety of branded touchpoints including signage, wall graphics, menus, and workwear to support the restaurant’s revival.