The Challenge

Swiss Butchery has been one of the pioneering premium butchers in Singapore since its opening in 1994 and has built a reputation for the freshness and variety of gourmet delicacies it brings in from around the world. But competition intensified over the years amidst rising consumer demand and new competition in the market. In light of this, Swiss Butchery found it critical to take stock and examine its brand and business.

The Insight

In-depth consumer research revealed that customers really cherish their ability to rely on Swiss Butchery’s team of experienced, passionate and familiar butchers for exciting ideas on how to share the flavours and stories of fine food with their friends and loved ones. DIA captured this in the brand essence ‘Inspiring relationships’ which has since catalysed a whole new way of telling the Swiss Butchery brand story, one that evokes its heritage and over 20 years of relationships forged through thoughtful advice and shared recipes. This was matched with a strategy to reinforce its position at the top of the market as expressed in the tagline ‘A cut above’.

The brand identity was entirely re-cast in a monochromatic design that is classic, with contemporary touches that lend a touch of timelessness and solid dependability. The addition of fine textures and other details also gave the brand greater depth and a level of authenticity appropriate to the craft of butchery and premium cuisine

The Impact

Swiss Butchery continues to hold its position as a leading premium butcher, and has now expanded to offer premium fresh seafood under the brand name ‘Frisch’, created by DIA, and prepared using the same level of care and finesse applied to its butchery craft.