Butcher's BBQ Joint

For Butcher’s, Beirut’s first genuine barbecue joint serving slow-smoked food, homemade sauces and infused cocktails, we built the full visual identity, branding and social media communication from the ground up. The identity is rooted in raw, minimal wholesomeness paired with a warm invitation to indulge, carried through a hand-lettered script logo with an “EST. 15” badge, a rustic kraft-paper menu system with clean iconography for dishes like the Notorious P.I.G. sandwich, smoked ribs and bone marrow, and moody photography that leans into the smoke, fire and steel of the craft. Bold campaign lines like “Meat & Fire & Whiskey” and “Bone Marrow” carry the brand’s unapologetic, appetite-driven voice across menus, signage and social, giving a soul-food concept a distinc