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You don't have to be a meat eater to obsess over this awesome branding for the Milan-based butcher shop, Osso. Designer Luca Fontana gave the project the full nose-to-tail treatment, from posters to business cards to a website, as well as menus and carry-away packaging.

Using stripped-down singular butcher shop elements like meat mallets, grinders and knives, Fontana created an exceptionally stylish design identity to match Osso's unique concept: it's Milan's first "open" macelleria, where you can pick your cut of meat and either take it home or opt to have it prepared and cooked on-site. Still, that doesn't mean other meat vendors need a particular gimmick to call in the design experts. Bakeries have been playing with creative packaging concepts for some time now (see Lafayette's croissant sheets and pastry boxes). We'd love to see more American butcher shops — no matter how basic — take a slice from Osso's book. Check out Fontana's work below.

Cleavers, meat grinders and knives all become chic graphic elements in Fontana’s design.



Take-away packaging worth showing off.