Marrow is a whole-animal butchery and small producer working with four farms within thirty miles of its site. The old branding leaned on rustic clichés, brown paper, string, chalkboard type, that told buyers nothing about what actually made the business different: full traceability back to a named farm and field.

We rebuilt the identity around that traceability instead of hiding it: every pack carries the name of the farm, the field and the breed, printed in a system built to survive a cold room and a delivery van rather than a styled flat-lay. The mark itself is a single cut line, nothing else.

If the packaging cannot survive a cold room, it does not matter how well it photographs.

Packaging had to work across three very different contexts: the farm shop counter, wholesale delivery to restaurants, and a small retail range for the two independent grocers who stock Marrow outside its own postcode. We designed one modular system rather than three separate ones, which cut print costs by nearly a third.

Repeat wholesale orders climbed within two quarters, and three of the restaurants using Marrow now print the farm names from the packaging directly onto their own menus, unprompted. The founder still calls it the smallest project the studio has taken on, and still the one she mentions first to other producers.