Long before ‘organic’ and ‘natural’ became trendy, the Pennsylvania Dutch of Berks County embodied farm to table. Local butchers were a vital part of that way of life and were always considered trusted neighbors. Their shops offered a sense of community where customers felt welcome and they came to appreciate the skill and expertise of true craftsmen.
I was asked to create every aspect of the Dundore & Heister brand so it would pay tribute to the legacy of nose-to-tail thrift and honor the timeless tradition of connecting proud and hard-working farmers to their communities without pretense. The brand needed to stand in contrast to today’s sterile and faceless supermarket experience, connect with the legacy of Berk’s County and portray that the brand would offer local, pasture-raised and organic meats in a unique, wholesome, and inviting environment reminiscent of a bygone era.
Designing modern heritage
The typography of the logo needed to reference the Pennsylvania Dutch traditions of Berks County without looking like the touristy caricatures that fill that area. The logo was created using four different Old English, Germanic and Blackletter type faces which were then redrawn to create a unified look.
Hex symbols are an icon part of Pennsylvania Dutch traditions and we wanted to find a way to work them into the brands visual language. We have studied books, photography and scouted Berks County to figure out how to honor hex signs while finding ways to reinvent them for a modern brand. Some of the themes we have been working with are symmetry (most hex signs are 5 or 6 points) and mirrored images (represented strength and courage). Dundore and Heister Hex symbols are created by choosing one of four different background shapes and combining them with a large set of design elements so the symbols can represent the brand, proteins, events or themes. The results are unique symbols that are a modern interpretation of the tradition Pennsylvania Dutch Hex symbol.
Every touchpoint matters
I have designed every brand touch point for the brand from all aspects of the in-store experience, consumer materials, integrated marketing, social media strategy, web site and more. I create all of these from the core brand positioning I created and the brand visual language that bring modern heritage to the Pennsylvania Dutch design aesthetic.
A new look at butchering
The brand photography was shot with a style that romanticized the meat, used props from Berks County to give it a sense of place and used a natural color palette to reinforce the natural philosophy of the brand.
Premium meat needs premium packaging
We wanted to create a hierarchy in the packaging in the store to help reinforce the price point and work that goes into creating dry-aged meat. The standard packaging used brown kraft butcher paper that is printed with the hex symbol that has been
Premium packaging was created to reinforce the price point and work that goes into creating dry aged meats so that when a customers buys this meat it feels more premium and other customers are aware that their purchase is special. The premium feel was created by using black kraft butcher paper printed with silver ink and sealed with a silver foil sticker.
created for each store location. The paper is then closed with a simple red logo sticker.
Exterior signage and retail design
I was asked to design all exterior signage for the store which consisted of a primary illuminated round sign, a large wall mural, gold leaf retail window signage and a free-standing ‘Open’ sign. All the signage was designed to work as a system that would be effective at different viewing distances. The large round illuminated sign and large wall mural were designed for the high volume of fast-moving traffic that drives past the front of the store. The large round sign was illuminated so it is highly visible at night when there is no street lighting near the store it has a strong visual impact. The store windows which have branding and messaging in gold leaf were designed for slower moving traffic during rush hour, the foot traffic that passes the store on the way to other business and Dundore and Heister customers as they want into the store.