In a culinary climate full of extravagances and complex creations, one food firm is hoping to make its mark by taking things back to basics.

Located in the quaint countryside of Lower Saxony, Germany – a region renowned for its high-quality farm shops – is independent meat and BBQ shop Beef & Basics. With a focus on sublime pork and beef specialties, the newly rebranded butcher offers superior-standard cuts of meat with accompanying sumptuous spices. The German shop also sells a range of meat-related products, including home-made sauces, rubs and marinades, as well as stocking a healthy selection of craft beers.

Aspiring to a self-imposed standard of morality, Beef & Basics ensures that all of its animals are well fed and reared under appropriately humane conditions. This meticulous approach, the shop professes, is a 'dying craft in today’s mass-market culture' but one that results in an 'extraordinary quality of meat.'

Keen to reflect its philosophy in every aspect of its product, branding was a vital decision for the butchery branch. For the owners of Beef & Basics, it was key that the packaging appealed 'to a broader range of customers, from village neighbours to big-city visitors alike.' Achieving this through the use of modest typography and a simple colour palette, the branding is charmingly characterful yet modern.

Although rare in the simplicity and authenticity of its approach, one can describe Beef & Basics’ products as nothing but well done.