Aniceto
Aniceto is a butcher shop located in the countryside of Espírito Santo, Brazil, with over 30 years of tradition.
After identifying a market opportunity driven by a shift in the city’s consumer profile, the company prepared for a strategic restructuring.
We repositioned the brand to reflect a business that offers more premium products with higher added value. The goal was to reach customers with greater purchasing power who appreciate the flavour of carefully selected meat cuts and expect a differentiated shopping experience.
The goal of the project was to create an identity that preserves a sense of tradition without feeling old-fashioned or outdated. The inspiration for Aniceto’s symbol came from the cleaver, reinterpreted through its most primitive form and use.
Archaeological records show the first “hand axes” dating back millions of years to the Paleolithic period — the earliest stage of prehistory. This reference helped ground the symbol in a sense of origin, craft, and timelessness.
This inspiration drawn from ancient elements makes an indirect reference to the company’s tradition — a notion of returning to our origins, revisiting our history, understanding how we began and how we arrived here.
There is also inspiration taken from the natural fibers of the meat itself, creating a direct visual reference to the company’s core product.
We created a graphic pattern that illustrates everyday elements of a butcher shop. The illustration’s line work gives these elements a vintage feel, reinforcing the perception of a refined brand with a strong sense of tradition.
