Original HSTB Brand System
More than a logo
Help Save the Butchers worked because the message appeared throughout the meat department—in advertising, signs, package labels and the way employees spoke with customers.
The original badge is preserved exactly as it was designed.
Department Banners
Large signs carried the message of fresh-cut meat, butcher service, knowledge and quality.
Package Labels
Fresh beef, pork and chicken packages carried HSTB labeling at the point of purchase.
Ground Beef Signs
Fresh-grinding messages drew attention to the work happening inside the meat department.
Shelf Talkers & Case Strips
Smaller messages repeated the identity throughout the case.
Truckload Materials
Bulk promotions connected value back to the same butcher identity.
The Badge
The visual identity remains unchanged as part of the history.
Why the system worked
The program gave the department one recognizable story. The product, employees, service, signs, promotions, videos and package labels reinforced one another.