When founder Nick Ellis acquired two butcher shops in Blackheath Village and Blackheath Standard, he set out to build a pioneering, sustainable whole-carcass business under one name. Studio Blackburn was asked to create the branding strategy that could hold it together. The core challenge was to differentiate the two locations for their specific local audiences while keeping a cohesive, premium parent brand.

The studio developed a brand strategy and architecture to manage two distinct shop personalities under the overarching Ellis Butchers umbrella. For the historic Blackheath Village location, the identity leans on tradition — a classic logotype, a sophisticated green palette, and traditional tiles that honour the shop’s century-long legacy. For Blackheath Standard, the studio built a modern counterpoint: a vibrant, youthful identity with bold typography and striking orange accents aimed at a younger demographic. Both sit under a parent brand that stands for excellence and ethical sourcing.

At the heart of the system is a cast of charming meat characters led by the iconic “Meat Ellis.” They carry the warmth and humour of the visual identity across digital and physical touchpoints. By setting traditional green awnings at one shop against a trendier, social-first aesthetic at the other, Studio Blackburn turned a classic neighbourhood trade into an innovative culinary brand world built around community connection.