Brand identity · Packaging · Web
Bekon
Overview
Domaće needed its own alphabet.
Complete brand for Bekon Promet — a butcher’s shop and meat producer at Belgrade’s Bajloni market. Logo and identity, print, a print-ready packaging line, the website and every word on it — with product photography and styling by Vladimir Pavlović.
The Client
A family meat business with a stall at Bajloni market: fresh cuts, house-made sausages, smoked and cured meat — no additives, traditional recipes, an experienced butcher behind the counter. The most local kind of business there is, competing against supermarket chains with national branding.
The Mark
Бекон — set in Cyrillic, on purpose. Domestic meat, domestic alphabet: the customer at a Belgrade market stall reads it as one of their own, not an import. A butcher’s cut slices through the Б, and the mark works from a shop sign down to a sticker on a vacuum pack.
The Scope
Identity and brand book, stationery, two generations of product labels ready for print, aprons, business cards for the stall — and a website with the full product range, recipes, and copy written from scratch. One hand across everything the customer touches.
Cyrillic
Бекон, not Bekon. Domestic meat sold in the customer’s own alphabet — a market-stall brand that reads as local because it is.
The Cut
A clean slice through the Б — the butcher’s knife, built into the letterform. You read the name first; the cut lands second.
The Red
Pantone 199C. Butcher’s red — the colour of the trade, locked across print, packaging and screen.
A label line for the house products — from the illustrated farm series to the photographic one. Designed, approved and prepared for print, down to the dielines.
bekon.rs — full product range, recipes as content, and every word of copy written for the brand. Still live, still selling.
Product photography & styling: Vladimir Pavlović
The brand from 2019 is still the one on the stall, the packs and the site. Customers put it plainly:
As an expat living in Belgrade I always come to this butchery inside the market. Their meat is of very good quality, a lot of choices at a good price. Highly recommended.
Jan Renet · Google review, Bekon