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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.

brand mark of The Butcher's Tale featuring orange serif B with illustrated cocktail, cow and pig

view from behind bar at the butcher's tale of beer taps and liquors
view from behind bar at the butcher's tale of beer taps and liquors
The butcher's tale brand imprint logo with coordinating pattern design
The butcher's tale brand imprint logo with coordinating pattern design
The butcher's tale brand color palette
The butcher's tale brand color palette
tabletop or road side restaurant signage for the butcher's tale
tabletop or road side restaurant signage for the butcher's tale
Building exterior branded signage for the butchers tale
Building exterior branded signage for the butchers tale
distillery barrels branded with the butchers tale letter mark B
distillery barrels branded with the butchers tale letter mark B
flat lay of the butcher's tale graphic design signage
flat lay of the butcher's tale graphic design signage
The butchers tale embossed menu design
The butchers tale embossed menu design
graphic illustration of a pig's head
graphic illustration of a pig's head
flat lay of the butcher's tale cocktail and beer menu
flat lay of the butcher's tale cocktail and beer menu
flat lay and mobile device displaying the butcher's tale dessert menu
flat lay and mobile device displaying the butcher's tale dessert menu
graphic illustration of a bull
graphic illustration of a bull
multiple devices display responsive website for the butchers tale
multiple devices display responsive website for the butchers tale
screenshots of various web browsers displaying mobile responsive website
screenshots of various web browsers displaying mobile responsive website
collection of mobile devices display pages of the butcher tale's website
collection of mobile devices display pages of the butcher tale's website
line drawn backsides of a chicken, pig, bull, and sheep
line drawn backsides of a chicken, pig, bull, and sheep