IDENTITY & BRANDING
Below is a brand system for a fictional butcher shop. James Lewis Butchery celebrates family, community, and shopping local, and this brand system was designed to embody these values.
![](https://pro2-bar-s3-cdn-cf4.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/faab7346-71b4-4d3d-bb18-69f801e44d49_rw_1920.png?h=274c24020285ebe9598e701a408a2c56)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/7f0cfd02-2f06-4f1d-bf7f-126c49832a68_rw_1920.png?h=f47b2040285a538065b72dcc4ce56816)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/2780eed2-fa63-45d0-99ba-9ab7e4afac2e_rw_1920.png?h=61f3623b3fce20ee6ecfb6bc63c38025)
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/116d55af-5dce-412e-8ea7-6df4adfa6029_rw_1920.png?h=1f31b014c7563aa91948302bb3e21c1a)
Each icon used in the brand system was developed based off of the existing shapes and angles in the typeface.
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/ac569557-47a2-4710-b173-fa0c0e074fa4_rw_1200.gif?h=0e8c4f354e86d5568ee04ee4b95cbe12)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/7171507e-8833-44c6-98b9-08b3c6aeffc4_rw_1200.jpeg?h=fdeb1254ae72f11717c5f40af7711b58)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/992e813d-69c6-4d08-8126-b822e77a748a_rw_1200.jpeg?h=3ad0b8dda9757c9158fc6562e733e93a)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/9035b28d-4e11-4b0a-ad8a-173a10105e8f_rw_1200.jpeg?h=e841f4ef315ecc39b16b6070a3b733e5)
![](https://pro2-bar-s3-cdn-cf4.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/53f316d1-aeec-4ef7-bb91-a3ee38cf64f0_rw_1200.jpeg?h=7bacba05dc921e51c3e616b06fedb228)
![](https://pro2-bar-s3-cdn-cf3.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/e5322261-c60d-4b45-9743-aeb0731f5310_rw_1200.jpeg?h=c4fe545832e184bdb88cadf35bebfc9f)
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/81180c2e-fb6d-4044-9f55-8a9a418d78ea_rw_1200.jpeg?h=24e2b425ad1b1255b12c026be63ae10b)
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/16dde206-9b47-4f70-b414-7d460003a590_rw_1200.jpeg?h=64c469ebefc1c4c2f4073a012f2af3bb)
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/89634957-7b8f-4ad6-ba6d-4a83a40a4bd5_rw_1200.jpeg?h=bad983d1f10a3a9ec9bdc8ce04ddbcb8)
![](https://pro2-bar-s3-cdn-cf5.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/6e74db02-3b7e-4302-9ddf-5dcc0226417d_rw_1200.jpeg?h=f38c18a52724c6d2ea6cb3bdf55e11f9)
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/d59023dc-9aab-4fa1-9dfc-8b6f98bcba72_rw_1200.jpeg?h=292b7511042a20b14c09a1f7a7341e1f)
![](https://pro2-bar-s3-cdn-cf3.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/4cda532e-3a4b-4d5d-98af-6e5eb046b460_rw_1200.jpeg?h=6b113741363ab81564184777e348421e)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/0478bf6e-f976-4964-b124-651908e8e47d_rw_1200.jpeg?h=ad55cc04f9691dda7dc55e54d805022b)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/3756451e-eb1d-4094-9cac-9c42086c1665/2cb507dc-4199-4f1f-9e4a-23bb59ffe13c_rw_1200.jpeg?h=2739eae4b7ef5579519247cfc3c18cdb)