Question

The Keurslagerschap does not come by chance, the butcher guarantees the delivery of quality where craftsmanship is paramount. At Keurslagerij Joost Kuijpers, of course. For the design this means that the focus should be on what is really important: the meat. The right use of light brings out the fresh characteristics that should make the difference. For a butcher shop, the challenge remains the presentation of the meat, both in the counter and on the wall shelves. This requires a unified light image that allows the red to stand out and accentuates the white edges. In addition, the design of the butcher shop must literally be highlighted, where an interplay of shadow and color occurs.

Challenge

Creating a new concept where Keurslagerij Joost Kuijpers will be known as Deurne’s number one butcher. In collaboration with WIMAG, we took on the challenge of combining a new design with the right light.

Result
A design that speaks for itself, with a focus on artisanal meat. An uncluttered refrigerated eye where freshness and craftsmanship radiate to the consumer and butcher himself.