The Butcher’s Choice – Craftmanship, knowledge and personal attention to visualize a premium meat cue from one of Sweden’s leading meat suppliers.

Scan is Sweden’s leading meat supplier. They turned to us for a premium concept within meat. When we looked at consumer insights, they both showed that many lack deep knowledge in the craftmanship behind great meat – and that they want to know more about the meat’s origin and animal’s wellbeing. With “The butcher’s choice” we tailored the design to show Scan’s personal attention for quality meat.

This is a premium product range to be sold in Swedish grocery chains, consisting of fine pieces of beef, lamb and veal. But as a leading supplier, it’s a challenge to be perceived as that, even if Scan only offers Swedish meat and stands for great animal care, knowledge and craftmanship. Since customers don’t spend much time in the meat refrigerators, our objective was to create a clear expression that makes them understand that they don’t need to go to the deli counter to find premium meat.

To strengthen Scan’s craftmanship and personal attention for great meat pieces, we built the concept on ”The Butcher’s Choice”. The design is all about visualizing the human touch and personal care for the best parts of the animal with quotes from Scan’s butchers, handmade illustrations, a stamp, tasty cooking tips and cut diagrams. We chose a natural quality and matte texture for the packaging and a blue colour – both really standing out in the otherwise traditionally glossy and non-colourful category. Everything is made with references from butchers’ shops to both to level up the human presence, add a touch of small scale and personal care.

And the result? A successful premium product range from Sweden’s leading meat supplier – visualizing Scan’s craftmanship, knowledge and personal attention for great pieces of delicious meat.