The Boys — Butcher Shop
ClientAmazon Prime VideoYear2019FocusCampaign, branding
Serving up knuckle sandwiches — A chaotic, blood-spattered identity system for the Butcher Shop, a pop-up deli concocted to promote Season 1 of Amazon’s The Boys.
For the launch of Amazon Prime Video series The Boys, we served up snark and sandwiches in The Butcher Shop — an immersive pop-up deli taking its name and ethos from Billy Butcher, the main character. Branding a shop that could exist in the show’s universe was a uniquely liberating task. We saturated every corner of the deli with blood and f-bombs, from menus to posters and a multitude of other set pieces, creating a grungy design system that meshed perfectly with The Boys’ gritty world.
Designed with Gustav Holtz and Osamu Akatsu under the direction of Riaad van der Merwe.
Strategy by Pierre-Axel Pejouan.
Photography by AKQA.Recognition
Clios - Winner, Bronze
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