When Stone Mountain Meats (Greeneville, TN) was getting started, the owners pictured a traditional butcher-shop look: distressed graphics, crossed knives, a cleaver…the visual language people expect from the category.

But once we stepped back and looked at their bigger vision, their customers, their values, and the kind of business they actually wanted to build, it became clear that following the category wasn’t going to help them stand apart.

That insight changed the direction of the entire brand. Instead of simply designing the logo they originally imagined, we built a customer-focused identity, message, photography, and website around what made Stone Mountain Meats different and gave the growing business a brand it could build on.