Agronomy

‘Agronomy’ is an imagined butcher with ethical practice and sustainability at its core – providers of ‘mindful meat’ that you can enjoy guilt-free. The name is derived from the science of producing and using plants in agriculture for food, fuel, fiber, recreation, and land restoration.
As a veggie who at times greatly misses meat products, I tried to consider the circumstances in which I’d be willing ‘break’ my vegetarianism so to speak. In my eyes, I don’t think killing and eating animals is innately wrong, after all, we are descended from hunter-gatherers who did so to survive. What I think is unethical is the way in which the animals we eat have been reduced to disposable commodities, and butchered on an industrial scale.
On average, approximately 2.6 million cattle, 10 million pigs, 14.5 million sheep, and lambs, 80 million fish, and 950 million birds are slaughtered for human consumption per year in the UK alone, with many reared and butchers in cramped, unhygienic conditions. However, this has only been the case for the past 60 or so years. In previous generations, livestock was locally sourced and butchers used the majority of the carcass. What’s more, meat was seen as an expensive treat to be eaten only occasionally, instead of the daily meal staple it’s seen as today.
I wanted to create a butcher’s which operates off of these same values, based in Stockbridge, Edinburgh. I designed an identity that was inspired but the practices and aesthetics of traditional butcher, with a more modern twist. I also created examples of the products and packaging that would be available in the store.

mockup shopfront

black and white version

colour pallette

food packaging mockup