Butterfield Market

From a family grocery to a gourmet destination.

Butterfield Market has been known for its superior quality food and outstanding customer service since 1915. With the addition of a new catering division, they needed a scaleable, cohesive identity to facilitate their growth into a widely recognized brand. We positioned the store as a friendly local alternative to supermarket chain competitors by evoking its rich heritage and warm personality throughout its brand communications.

The iconic monogram references a wax seal stamp.




Our strategy focused on the store’s two main assets: its long history as a neighborhood institution, and its close relationships with a loyal clientele.


Butterfield’s rebranding has given them valuable exposure and allowed them to expand their business to new ventures, including a popular catering service, a new gourmet kitchen, a presence in Grand Central’s food court, as well as the ubiquitous Manhattan food cart.