I am very proud of a fruitful collaboration with a master butcher and Youtube personality Scott Rea.
Being a gourmand and often an amateur cook, a consistent part of my curiosity revolves around gastronomy, food, cooking, ingredients, quality products, packaging and brands. Thus, as much as i can, I try to bring my professional skills into the fascinating world of food, a long-term muse for me. I admire people with passion and dedication for their profession, people who radiate enthusiasm towards their beloved profession. One such person is Scott Rea, a master butcher from England which became during the last four years, a genuine phenomenon on Youtube. Since 2012 he gathered more than 17 million views on his YouTube Channel. Weekly, he broadcasts insightful videos, complex tutorials on how to butcher, prepare and cook meat, traditional tips and secrets from the art of the butchery: TheScottReaProject.
For this project, the main inspiration sources were the vintage imagery associated with the old-school art of butchery, the many tools used in butchery and the stamps used in marking the meat cuts by the butcher shops.
The visual identity conceived for the SRP Project reflects in a bold manner the tools of the trade. The morphology of the brand mark can be observed right from the intro of each one of his YouTube materials: the video intro is an animation created by Narcissus Ilustrius also. The logo is a monogram formed by the most defining objects used by a butcher and of course by it’s creator initials. The colors were evidently linked to the nuances and textures of the meat plus black and white. The monogram functions not only as a logo for an YouTube channel but also as personal branding for Scott Rea.
After the conception of the logo, I’ve designed the entire promo materials for the SRP social media channels – the Facebook-Twitter-YouTube banners and cover photos and also two wide-format posters for print.
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All works © Narcis Lupou 2017