Au Diable Bleu is a restaurant/butcher’s shop that has been established in Strasbourg for the past ten years. Its specialty lies in the selection of quality meats to delight its customers. Here, you’ll find rare meat breeds, and they’re pioneers in meat maturation. To renew their identity, it was necessary to highlight these specificities and give it an original and playful aspect. An original typography was designed for the logotype, with bold letters reminiscent of cutting boards. Some of the letters are hollowed out by small circles, like punches on knives.

A long butcher’s hook supports this typography, which looks like a piece of meat ha 1nging in a butcher’s shop. A new baseline was created for the occasion, “Please to meat you”, a reference to the Rolling Stones’ “Sympathy for the Devil”. The pun is completed by the word “meat”, which replaces the word “meet” in the original title.

The baseline is in handwritten typography, a reference to the notes taken when ordering in the dining room. The colour scheme is green/grey, beige/cream and a very dark grey. This modern range highlights the various elements. To complete the graphic charter, several labels have been created. They refer directly to the butcher’s shop and highlight the meats, accompaniments and, more generally, the restaurant’s dishes and specialities. These badges will illustrate and energize the restaurant’s digital communications. The aim is to create a veritable toolbox from which to draw various graphic elements as required. In the end, it’s a global overhaul, with the aim of asserting a strong identity and highlighting the specific features of this unique site. Every element was designed to create a permanent link between the restaurant and the butcher’s shop.