Cleaver & Carve
brand identity
stationery suite
ad campaign
Cleaver & Carve is a case study for a butcher shop in Cincinnati. Located in a downtown shopping district, Cleaver & Carve has built a small cult following with their accessible approach to high quality meats and dry, midwestern sense of humor. In this study, I explored how strategic tone-of-voice informs a brand's identity.
the client
Cleaver & Carve was opened in 2015 by James (father) and Elijah Krumpleman (son) after James’ father Paul left them the locally renowned Krumpleman family farm in his retirement. James heads up the farm while Elijah runs the shop. Krumpleman Farms uses a simple “KF” to brand their cattle. For a long time, this was the only branding Paul felt that the farm needed. In opening their butcher shop, the Krumplemans chose to give the shop its own brand, naming it Cleaver & Carve. The Krumplemans are hoping to show off the professional reliability of Krumpleman Farms as well as the shop’s “masculine quirk” style. Cleaver & Carve carries beef, pork, and poultry products.
the customer
Other shops in the area appeal to young professionals, families, and nightlife patrons. Cleaver & Carve is no exception. By day, their neighborhood is a popular shopping district. By night, the streets are crowded with throngs of people passing between the many bars and breweries along the block. Customers are drawn in by the shop’s “don’t take life too seriously” vibe and their exceptional, locally renowned product. The demographic is primarily masculine, though anyone with a dry sense of humor will find themselves right at home. Cleaver & Carve’s high quality cuts don’t come cheap, but you certainly get what you pay for. A New York Strip averages $15.99/lb. If you come by on a Saturday morning, expect to join a line wrapped around the block. Don’t worry, they keep things moving quickly!
the competition
Cleaver & Carve got a strong start because of its association with Krumpleman Farm. What sets them apart from their competitor is hitching the undisputed best cuts around to a quippy, accessible attitude. “No one is gonna walk out of our shop feeling judged or taken-advantage-of for being a meat novice,” Elijah answered when asked what makes Cleaver & Carve unique. “By the time you leave, you’ll be confident that you’re going home with the very best.”
quippy. dry. masculine.
Cleaver & Carve is Elijah’s project, and he’s brought a bit of his own personality to the brand. Midwestern charm. The shop also takes influence from Cincinnati’s German-heavy heritage, selling a variety of unique sausages as one of their best-selling novelty products.
