INTRODUCTION

Pendulum Fine Meats is a local butcher shop and restaurant in Norfolk, Virginia! They pride themselves in giving their locals the best of the best in produce. The shop is “your home away from home”; they emphasize the importance of being together and taking care of people and animals.

Pendulum also wants people to understand the need to support local businesses and farms while also educating them about meat through a bi-weekly box that is filled with experimental recipes. As you’re ordering your sandwich you may have the opportunity of seeing one of the butchers prepare some of the meat.

The concept for this project was to emphasize their homely quality with an earthy paper stock as well as highlighting the local aspect of the butchery with motifs related to farms and butcher shops.

MINDSET READINESS | PROCESS WORK

My two biggest goals that I wanted to accomplish when completing this project were to, 1) focus on consistency and 2) expanding the brand. These two challenges go hand-in-hand; you can’t expand a brand without having a consistent identity and if the brand isn’t consistent how do you expect to expand it later on? These two objectives were my focal points for this project.

BASIC KNIFE SKILLS AND CHICKEN BREAKDOWN CLASS

These event materials were created for one of the many classes that Pendulum Meats has available for the public. I chose this event specifically as a chance to be adventurous within the consistency of the brand. I had my silhouettes and font choice to help with that.

KEEPING IT HONEST FROM START TO FINISH

The tagline is an embodiment of everything Pendulum Meats is and will continue to be. The transparency all places that sell meat should strive to have. This advertisement was actually my first attempt in Photoshop. I used to avoid it like the plague, but you can only push something off for so long.