Vic's. Sydney and Melbourne

Bringing a passion for meat from the tables of Australia's best restaurants to every Aussie's home.

The new retail presence for Vic’s brings the premium supplier behind 75 per cent of Australia’s top 100 restaurants into people’s homes, celebrating the traditional relationship between the butcher and their customer. The retail language was created in collaboration with Studio Round, translating the ethos of a multi-generational family company into a contemporary new retail language, designed for use across a range of locations.

The store design presents a contemporary brand identity underpinned by an open and accessible customer experience. The design is infused with nostalgic reference to the dialogue and interaction between the butcher and their customer, fostering communication and engagement with product and people.

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