Their specialty, to know when to choose tradition over innovation. Butcher Buchberger, Robert Buchberger’s family business in operation since 1946 handles high-quality meats under ethical conditions, commissioned Studio Riebenbauer to create a new visual identity that reflects their modern approach to the craft of butchering – and to reach potential high-level new clients in the food industry. The studio showcased a contemporary take on a traditional craft, not shying away from daring and unique image language. Simple, clean, and confident identity lets the craft take the center stage, and uses the B as a monogram and base for the design. The masterful use of typography with a toned down yet surprising color scheme is unexpected but wonderfully stylish.
As part of the new identity, Studio Riebenbauer came up with a daring and unique approach to direct mailing that is miles away from the standard image brochures. The “Wurst” LP is an Ode to a butcher’s craft and the art of the sausage. At the beginning of every sausage, there is life. And death. This brought on the idea of a musical five act play. The classical drama, as the most direct and genuine form of artistic expression, serves as a stage of the work. This was translated in the form of a Vinyl Record, to be sent as a direct mail to potential clients. It’s surprising, well made and beautiful – absolutely everything I was not expecting from a butcher.
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