Brand Building to Fit with Business Expansion Plans
The Company
The Butcher’s Block is the new brand name, developed by Bradley McGurk, for the Cribbin Family’s Butchers business. Now with ten stores around Ireland, and as many more planned to open in the future, The Butcher’s Block was the first ‘branded butchers’ to launch in Ireland. www.thebutchersblock.ie
The Project & Scope
The Cribbin Family had a renowned butchers business with an excellent reputation. They had the objective of expanding their retail presence, but they were in need of an explicit and powerful brand identity. Bradley McGurk researched Cribbin’s customer base to understand what they looked for in a butcher. The message was clear: Cribbin’s customers came for the quality produce, excellent value and great customer service. The challenge here was to develop a new brand name that would be recognisable, while serving all those core values. Our brand consultants created a brand that has great stand-out in the shopping mall, promotes a strong value message, is easy to retro-fit into existing shops and is cost-effective to install.
The Outcome
The Butcher’s Block brand has a timeless quality while setting a new standard for this sector. The new brand identity provides a strong platform, from which the Cribbin family has successfully expanded their retail business nationally. Customers have reacted very favourably to the new presentation of the business. “We now have a brand identity that matches the excellent quality of our meat” said Tom Cribbin, Managing Director at The Butcher’s Block.
