We met Simon at London Bridge after he contacted us to find out what he was doing and why he was doing it. He had trained as a chef but had a passion for charcuterie. He didn’t like things to be fake or designs that tried to hard. We talked about all sorts of subjects, not just his brand. When someone is the brand, it’s good to find out more about them than just what they want to promote and sell.

We went away and a couple of weeks later met to show him the first stage visuals along with some different formats for packaging. He loved the first concepts but it was route two that he preferred, which luckily was also our favourite.

Originally it was called ‘The English Charcutier’, but after undergoing many tweaks, the name changed and the original design lost some of it’s quirkiness (we had tried too hard) to be closer in nature to Simon, who really is the London Charcutier. And he really did have that beard.

We amended the logo, more tweaks followed and new products and packaging formats came and went. Eventually it became a set of two products. Beef in Ale and Mackerel in Cider. Then the Duck in Sloe Gin joined the family and it became a range of 3 after over a years development time. We got the cutter drawn up and some samples made by Copypoll, the printer. It was printed on the uncoated side of the sustainably sourced board and delivered to Simon in time for his first orders.


London Charcutier Mackerel Designed By Good People

The London Charcutier Beef Designed By Good People

They source ethical and local high quality ingredients like local Five Points Brewery ale for their beef cured in ale. They are great products, and are being sold in various independents throughout London and have recently been shortlisted to be sold in Ocado. It was a lovely job to work on and was great to work with someone who is passionate about what they do.

It’s also nice when they say nice things about you:


A Tradition Starts Now.


Here are some of the earlier design concepts. Initially he had a speech bubble with tasting notes which was written with an accent. But it felt a bit fake and didn’t capture Simons personality. We designed stationery and seasonal versions of him, along with some ads which were used plain speaking, to the point copy.


And a little of

The character development…


@LDNCharcutier  Buy it online here.

It’s also on The Dieline.

& Packaging Of The World.