The Butcher The Baker

By The Partners, London, UK

For The Butcher The Baker

Highly Commended in category Design & Branding

In subcategory Craft - Writing for Design

Project Description
A third-generation artisan bakery and a much loved, family-owned butchery joined forces and were looking for a new identity that would catch the attention of the locals in Dundee, Scotland. We were asked to come up with an identity that would unite two traditional establishments in a contemporary and innovative way. With a history steeped in Scottish tradition, historical family rivalries, and an inherent pride in craft and quality, we couldn’t believe our luck!
Agency Solution
A butcher and a baker?! Obviously, we were reminded of the old 18th-century nursery rhyme ‘Rub-a-dub-dub’, and one line caught our attention in particular: ‘The Butcher, The Baker, The Candlestick Maker’. We kept the name simple: The Butcher The Baker and created a logo that takes the shape of a candlestick. Inverted within the candlestick are the silhouettes of the butcher and the baker, playfully reminding the viewer of the rhyme.
When crafting copy we saw an opportunity to convey a commercial message with a playful twist. Remaining true to the familiar rhythmic lilt and rhyming pattern of ‘Rub-a-dub-dub’, we looked for opportunities to play with the third line in order to create a sense of intrigue and creativity… and make people smile.
The Butcher and Baker both brandish the tools of their trades in a slightly competitive stance. When they come together in negative space it creates a candlestick but also adds a little traditional Scottish family tension.
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