vve.design Ragyu – The Reinvention of Butchery

  • Pou Auaha / Creative Director
    Çağıl Aygen
  • Ngā Kaimahi / Team Member
    Sam Gauri
  • Kaitautoko / Contributors
    Lal Batman, Nikolai Rizo
  • Client
    Ragyu Kasap+

The client, Ragyu, approached us with the idea of a new-generation butcher and requested our guide to achieve their dream. We as vve.design team provided a full branding design and strategy service from A to Z, from naming to logo design, strategy to branding guidelines, pattern to packaging, labels to stickers, branded illustrations to animations, and uniforms to product tags. As a result, we created a contemporary and new-gen butcher brand located in Turkey. We can proudly say that it’s the first of its kind in the world! The word Ragyu is coined from the Italian “Ragu” and the Japanese “Wagyu” words.

Before we began creating the Ragyu brand, we looked at the butchery experience with fresh eyes from the inside out – analyzing everything from the habits and needs of a new generation. This allowed us to approach the industry in a way that none has done it before. However, while revolutionizing the butchery, we wanted to keep strong imagery more than a logo but an icon to remind the traditional way, and most importantly used by none. In the end, all these thoughts and research pointed in one direction; the ear tag.