Meat

Liquor

Creators of the original bad boy bohemoth.

Location

Various, UK

Sector

Hospitality

What we did

Art Direction, Interior Design

Being part of a cult movement from the start is very rare - but MEATLiquor is just that. Its anarchic brand spirit fuels a unique design for every location, making it impossible to replicate. The Dead Hippie is still alive and kicking 15 sites later...

The Challenge

Take a pop up burger phenomenon and provide them with a permanent home and brand without loosing the original spirit and attitude.




The Strategy

Create a brand that defies convention, rejects establishment norms, and breaks away from predictable formulas, whilst maintaining a bold, unifying spirit that makes MEATLiquor unmistakably its own beast.




The Solution

The approach was simple: a unique concept for every site, rooted in its location, mixed with a heavy dose of debauched anarchy and a no-nonsense take on operations. Working with our friends at I love dust to bring the graphics to life, enabled us to develop a bold, visual language now synonymous with the MEATliquor’s cult status.




Credits: Artwork and video content by I Love Dust.

Shed nailed it on the first site and have been part of our team for over a decade. Their designs have become synonymous with MEATliquor.
SCOTT COLLINS - FOUNDER

Building the brand

With a client relationship that has spanned 15 years, Shed helped MEATLiquor go from its humble beginnings in a pop-up speak easy, to the globally recognised burger bad boys they are today.

From start up to market pioneer. MEATLiquor’s evolution was anything but ordinary. With every new site the brand grew stronger.

"Life is not a journey to the grave with the intention to arrive safely in a pretty and well preserved body; but rather to skid in broadside, thoroughly used up, totally worn out, and loudly proclaiming 'Wow! What a ride!"
Hunter S. Thompson - We want it to feel like this. Original Brief, 2010

Translating brand spirit

The concept had two simple ingredients: a unique idea for each site born out of location, mixed with a no-nonsense take on operations. Add a large portion of debauched anarchy. That’s MEATLiquor.

The defining characteristic of MEATliquor is it’s anarchic spirit, staying true to that spirit, site by site has been the driver behind the brand's success.