WorkGraphic Design

Run for the Hills cooks up this 'artisan' identity for Hilton's The Able Butcher

This latest identity by Run for the Hills is for The Able Butcher, a new restaurant concept for The Hilton Hotel Group.

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Hands holding two branded cards for The Able Butcher, featuring orange and black botanical and meat illustrations on white backgrounds

The London studio decided to put "artistry" at the heart of the brand, pointing to the restaurant's skills and expertise: its chefs are considered to be "masters of their craft" in providing a "specialist culinary experience" – from choosing the finest ingredients to curating the best wine list.

With this very much in mind, Run for the Hills created a library of illustrations as well as a suite of stamp-logos designed to be used "generously". The illustrations take inspiration from the restaurant's charcoal grill and oven, and choice of beef from a 'Black Angus free-range Creekstone herd'. There's also a hint of pepper, herbs and spices – all presented under a black, red and white palette.

Created initially for Hilton Prague, the identity for The Able Butcher is to be rolled out globally in the coming months. To find out more, visit theablebutcher.ee.

Checkerboard pattern of black and orange squares featuring hand-drawn illustrations of butcher's knives, vegetables, herbs and beef cuts in white and dark red tones
The Able Butcher branding system displayed at an angle, featuring white menus and orange business cards with black typography and illustrative elements inspired by grilling and butchery
The Able Butcher hot sauce bottle with red liquid, black and white label, and crossed knife and fork emblem, alongside circular stamp logo reading "The Cult of the Able Butcher
The Able Butcher branding by Run for the Hills featuring a white card with black and red illustration of a cow and bull, alongside a clipboard with the restaurant's logo and stamp mark on dark background
Two overlapping brand identity tags for The Able Butcher restaurant: an orange tag with circular text and knife illustration, and a dark navy tag with white lettering and contact details
Pattern of The Able Butcher brand stamps and logos in circular, hexagonal and organic shapes, featuring text, X marks and herb illustrations in black, red and white
Overlapping business cards for The Able Butcher restaurant showing bold orange and black illustrations of beef cuts and culinary elements with text and stamp logos on white backgrounds
The Able Butcher brand identity materials featuring black, orange and teal stickers and cards with botanical and culinary illustrations and stamp logos
The Able Butcher brand identity by Run for the Hills featuring business cards and branded materials with orange and dark navy designs incorporating abstract illustrations of herbs and meat cuts
The Able Butcher logo and promotional poster featuring red and white abstract imagery of meat cuts on a newspaper page with colour palette swatches
Hand-drawn illustrations featuring white and red outlines of meat cuts and herbs against a dark background, part of The Able Butcher's brand identity
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