The Butcher’s Tale
When Kaskaid Hospitality took over the Butcher and the Boar space in downtown Minneapolis, it wanted to relaunch the restaurant with a refreshed name and look. The challenge was to capitalize on its existing brand recognition while signaling new elements—and doing it all in a dead-sprint two-week timeframe. Spot went to work and The Butcher’s Tale was born as the restaurant’s next chapter, reopening in May 2021. Inspired by storybooks and featuring a refined illustration style, the new brand reflected their “scratch kitchen” appeal. We developed a variety of branded touchpoints including signage, wall graphics, menus, and workwear to support the restaurant’s revival.
![brand mark of The Butcher's Tale featuring orange serif B with illustrated cocktail, cow and pig](https://www.spotcreates.com/wp-content/uploads/1_The-Butchers-Tale.jpg)
![view from behind bar at the butcher's tale of beer taps and liquors](https://www.spotcreates.com/wp-content/uploads/2_The-Butchers-Tale.jpg)
![view from behind bar at the butcher's tale of beer taps and liquors](https://www.spotcreates.com/wp-content/uploads/2_The-Butchers-Tale.jpg)
![The butcher's tale brand imprint logo with coordinating pattern design](https://www.spotcreates.com/wp-content/uploads/3_The-Butchers-Tale.jpg)
![The butcher's tale brand imprint logo with coordinating pattern design](https://www.spotcreates.com/wp-content/uploads/3_The-Butchers-Tale.jpg)
![The butcher's tale brand color palette](https://www.spotcreates.com/wp-content/uploads/4_The-Butchers-Tale.jpg)
![The butcher's tale brand color palette](https://www.spotcreates.com/wp-content/uploads/4_The-Butchers-Tale.jpg)
![tabletop or road side restaurant signage for the butcher's tale](https://www.spotcreates.com/wp-content/uploads/5_The-Butchers-Tale.jpg)
![tabletop or road side restaurant signage for the butcher's tale](https://www.spotcreates.com/wp-content/uploads/5_The-Butchers-Tale.jpg)
![Building exterior branded signage for the butchers tale](https://www.spotcreates.com/wp-content/uploads/6_The-Butchers-Tale.jpg)
![Building exterior branded signage for the butchers tale](https://www.spotcreates.com/wp-content/uploads/6_The-Butchers-Tale.jpg)
![distillery barrels branded with the butchers tale letter mark B](https://www.spotcreates.com/wp-content/uploads/7_The-Butchers-Tale.jpg)
![distillery barrels branded with the butchers tale letter mark B](https://www.spotcreates.com/wp-content/uploads/7_The-Butchers-Tale.jpg)
![flat lay of the butcher's tale graphic design signage](https://www.spotcreates.com/wp-content/uploads/8_The-Butchers-Tale.jpg)
![flat lay of the butcher's tale graphic design signage](https://www.spotcreates.com/wp-content/uploads/8_The-Butchers-Tale.jpg)
![The butchers tale embossed menu design](https://www.spotcreates.com/wp-content/uploads/9_The-Butchers-Tale.jpg)
![The butchers tale embossed menu design](https://www.spotcreates.com/wp-content/uploads/9_The-Butchers-Tale.jpg)
![graphic illustration of a pig's head](https://www.spotcreates.com/wp-content/uploads/10_The-Butchers-Tale.jpg)
![graphic illustration of a pig's head](https://www.spotcreates.com/wp-content/uploads/10_The-Butchers-Tale.jpg)
![flat lay of the butcher's tale cocktail and beer menu](https://www.spotcreates.com/wp-content/uploads/11_The-Butchers-Tale.jpg)
![flat lay of the butcher's tale cocktail and beer menu](https://www.spotcreates.com/wp-content/uploads/11_The-Butchers-Tale.jpg)
![flat lay and mobile device displaying the butcher's tale dessert menu](https://www.spotcreates.com/wp-content/uploads/12_The-Butchers-Tale.jpg)
![flat lay and mobile device displaying the butcher's tale dessert menu](https://www.spotcreates.com/wp-content/uploads/12_The-Butchers-Tale.jpg)
![graphic illustration of a bull](https://www.spotcreates.com/wp-content/uploads/13_The-Butchers-Tale.jpg)
![graphic illustration of a bull](https://www.spotcreates.com/wp-content/uploads/13_The-Butchers-Tale.jpg)
![multiple devices display responsive website for the butchers tale](https://www.spotcreates.com/wp-content/uploads/14_The-Butchers-Tale.jpg)
![multiple devices display responsive website for the butchers tale](https://www.spotcreates.com/wp-content/uploads/14_The-Butchers-Tale.jpg)
![screenshots of various web browsers displaying mobile responsive website](https://www.spotcreates.com/wp-content/uploads/15_The-Butchers-Tale.jpg)
![screenshots of various web browsers displaying mobile responsive website](https://www.spotcreates.com/wp-content/uploads/15_The-Butchers-Tale.jpg)
![collection of mobile devices display pages of the butcher tale's website](https://www.spotcreates.com/wp-content/uploads/16_The-Butchers-Tale.jpg)
![collection of mobile devices display pages of the butcher tale's website](https://www.spotcreates.com/wp-content/uploads/16_The-Butchers-Tale.jpg)
![line drawn backsides of a chicken, pig, bull, and sheep](https://www.spotcreates.com/wp-content/uploads/17_The-Butchers-Tale.jpg)
![line drawn backsides of a chicken, pig, bull, and sheep](https://www.spotcreates.com/wp-content/uploads/17_The-Butchers-Tale.jpg)