Services
Brand design
Sectors
Consumer & retail
Location
Singapore
Services
Brand design
Sectors
Consumer & retail
Location
Singapore

A traditional trade transforms into an inspiring culinary concept.

The Meat Up is a premium halal butchery in the heart of Tampines, one of Singapore’s largest suburban districts and home to an evolving population. The proprietor, Cesare Cantarella, is an artisanal butcher, passionate about the quality of his meat as well as the opportunities for his business.

The challenges & opportunities

1
1

How do you create an authentic culinary experience with a sense of theatre?

2
2

What content and message will both inform and inspire potential investors?

With the surrounding precinct of Tampines experiencing en-bloc sales and new condominium launches, there emerged an opportunity to expand the nature of business. From a dedicated butchery based on a traditional retail model to a gourmet meat-focused casual restaurant with a traditional butchery at its heart, a new experience and story needed to emerge.

Our approach began by visualising the hero of the story himself as well as the benefits of his meat; explaining why the process of dry-ageing is better and showcasing the pedigree of the Chianina breed of cattle.

The changing nature of demand in the surround district of Tampines was visualised through overall population statistics, public transport connectivity, proximity to lifestyle amenities and condominiums. This data was overlaid by eight eating and dining trends relevant to Singapore. This helped to align the nature of the new venture with the profile of demand.

Building on the established visual language of the brand, we extended the Meat Up experience from a retailer of halal meat to a purveyor of inspiring experiences. Communal dining and shared serving platters featured prominently in this conceptual experience as did interactions with the cooking staff and Cesare himself. A direction was set for the interior design complemented by authentic details that spoke of natural materials and craftsmanship: a larger than life space that complements the personality of the proprietor himself.

Originality and quality are virtues, that are, have been and always will be the foundations of a long-lasting brand.

Cesare Cantarella
Proprietor, The Meat Up
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