The concept behind The Chopping Block is an identity that combines the gruff and boorish personality associated with a quality butcher with the elegance of a French touch. These two contradictory elements results in the unexpected character throughout the brand of “unrefined elegance.”
Each of the facets of the brand serve to convey specific elements determined to be essential for a successful butcher. The rough, unpolished, “what-you-see-is-what-you-get” elements convey to the patrons that there is a skilled artisan preparing the meat, as opposed to machine processed, unreliable sources of food preparation that are prevalent today. Conversely, the French, polished, patterning elements complement the former components to create a more approachable, sophisticated identity. Finally, “vintage” components are drawn from both the boorish butcher, and the elegant French polish, to facilitate a smooth blend of the two personalities. It reiterated the identification of the butcher as a craftsman, by conveying that it is a skill that is passed down through generations, and gave the French elements an era from which to draw from.