For Ilias Avaskantiras’ meat market in Neo Iraklio, we came up with the idea of ‘Son of a Butcher’, a name that emits a sense of business lineage and signals the passing of the torch from Ilias’ father to Ilias. The logo is based on a linear graphic construction that constitutes a reference to the parts of the meat that one has to be familiar with, in order to cut it properly and master the art of being a butcher. In the end, it all comes down to knowledge. All the materials produced for Son of a Butcher, from the wrapping paper to the business cards, have a raw and dark yet playful quality to them, reflecting an aesthetic of modern masculinity, along with the conceptual evolution of family tradition.
JOSEPH ALEXIADIS / Photography