"An Upper East Side temple to luxury foods since 1915, Butterfield Market is a family-owned retail grocery famous for its superior quality food and outstanding customer service. With the addition of a new catering division, they needed guidance in creating a scalable, cohesive identity to facilitate the projected growth of the enterprise from a localized phenomenon to a widely recognized brand, with the potential to go national. An essential part of our strategy was to capitalize on the store's two main assets: its long history as a neighborhood institution, and its strong reputation for personal service, maintaining close relationships with a loyal clientele. We developed a visual language that embraced the client's history and embodied its eclecticism, including a distinctive typographic system, an iconic monogram, and engraved illustrations."