Rufus® offers a flawless selection of premium meats, carefully curated to deliver an unforgettable culinary experience. Every cut is chosen with precision, ensuring unmatched flavor, tenderness, and quality. Beyond its high-end selection, the brand also provides a wide variety of products and accessories thoughtfully crafted for true barbecue lovers — from specialized tools to flavorful rubs and sides that complement each bite. Inside its butcher shop, you’ll find handpicked meats, savory accompaniments, and everything needed to turn casual get-togethers into memorable feasts. The name “Rufus” pays tribute to a lumberjack from an old cartoon who drove a wooden car — a character both strong and approachable, just like the essence the brand strives to embody. This playful yet meaningful reference evokes a nostalgic feeling that deeply resonates with its primary audience: predominantly male Millennials who remember what life was like before social media, and who understand that a good barbecue with friends is the true definition of quality time. To capture and express that spirit, we developed a multifaceted logo system designed for versatility across various formats and brand touchpoints. Each logo in the Rufus family serves a distinct purpose while revealing a unique aspect of the brand’s identity — bold, inviting, and unmistakably authentic. Rufus isn’t just a butcher shop; it’s a celebration of heritage, craftsmanship, and human connection. It’s for those who appreciate genuine flavor, meaningful experiences, and the simple joy of gathering around the fire. For every occasion — big or small — Rufus is here to make it unforgettable.