“An Upper East Side temple to luxury foods since 1915, Butterfield Market is a family-owned retail grocery famous for its superior quality food and outstanding customer service. With the addition of a new catering division, they needed guidance in creating a scalable, cohesive identity to facilitate the projected growth of the enterprise from a localized phenomenon to a widely recognized brand, with the potential to go national.
An essential part of our strategy was to capitalize on the store’s two main assets: its long history as a neighborhood institution, and its strong reputation for personal service, maintaining close relationships with a loyal clientele. The store’s personality gives it an advantage over the chain supermarket competition, and we expressed it throughout all aspects of the company’s communications platform. We developed a visual language that embraced the client’s history and embodied its eclecticism, including a distinctive typographic system, an iconic monogram, and engraved illustrations. Details like the abbreviation of the street name to the colloquial “Lex” reaffirm its New York character, and extensive window graphics tempt passers-by to enter.
Butterfield’s rebrand has given them valuable exposure and allowed them to expand their business to new ventures, including a popular catering service, a new gourmet kitchen, a presence in Grand Central’s food court, as well as serving from several Manhattan food carts.”