Built from the Cut
Carneteca wasn’t an adaptation. It was a creation. A premium butcher shop conceived from zero—idea, positioning, identity, and experience—designed to redefine how meat is selected, presented, and understood. Our role was to build the entire brand system: from concept and narrative to visual identity, packaging, digital presence, and the creative launch that introduced Carneteca to the market as more than a butcher—an artisanal destination.
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The client
Carneteca is a contemporary Serbian premium butcher shop focused on quality cuts, transparency of origin, and a culture of respect for craft. Positioned at the intersection of gastronomy, education, and lifestyle, Carneteca treats meat not as a commodity, but as a curated product with story, process, and personality.
The need
Starting without an existing brand or visual language, Carneteca needed a clear and distinctive identity in a crowded, price-driven category. The challenge was to build trust and premium value from day one: defining what Carneteca stands for, how it speaks, how it looks on the shelf and in space, and how customers experience it—both physically and digitally—without relying on clichés of traditional butcher branding.
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The solution
We developed Carneteca as a complete brand ecosystem. This included defining the core concept and storytelling framework, creating the name and logo, designing a cohesive visual identity, and developing a full packaging system that communicates quality, cut, and origin with clarity and elegance. We also built the website and digital presence, aligning tone, visuals, and structure with the in-store experience. To introduce the brand, we conceived and executed a creative opening campaign that positioned Carneteca as a new standard in premium butchery—rooted in craft, elevated through design, and driven by experience rather than price.
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