Quick answer
A butcher, fishmonger or deli logo from us is £129 with all three layouts included. It is drawn for a shop where the brand works hardest at the counter: on price tickets, wrapping paper, weigh-scale labels and striped aprons, and then on the fascia and the delivery van. It has to print in black on a thermal label and still look like a proper shop.
This page is for high-street butchers, farm-shop butchery counters, fishmongers, delicatessens and cheesemongers: shops that cut, weigh and wrap to order. If you rear your own stock and sell boxes from the farm, our farm and smallholding logo guide fits better, and a business that cooks for events belongs on the catering logo page.
Butcher, fishmonger or deli: three counters, three briefs
| Shop | What customers look for | Where the logo works hardest | Tone that suits |
|---|---|---|---|
| Family butcher | Provenance, advice, a counter they trust | Apron, wrapping paper, Christmas order form | Solid, traditional lettering, one deep colour |
| Modern or whole-carcass butcher | Dry-aged cuts, sourcing stories, Instagram | Vacuum-pack labels, social posts, the window | Clean, confident type with a simple symbol |
| Fishmonger | Freshness, today’s catch, preparation | Ice display tickets, the board, wet-weather van | Crisp, cool palette that reads on white tile |
| Deli or cheesemonger | Discovery, tasting, gifts | Paper bags, cheese labels, hampers | Warmer, more decorative, room for a monogram |
Many shops cross these lines. A butcher with a deli counter, or a fishmonger who sells smoked goods and sauces, needs one mark that works for both, not two logos fighting on one fascia.
From the window to the ticket in the tray
A counter shop’s window usually shows a chiller cabinet, a slate of specials and the shop’s name in vinyl, and passers-by look straight through it to the counter. Keep the window lettering to the name and one line, such as “family butchers since” or “fresh fish daily”, so the view of the counter stays clear. A dark fascia with light lettering suits most counter shops, because it frames a bright, clean interior. Our shopfront signage guide covers sign types and materials.
Inside, customers decide at the glass. They read the price tickets pinned in each tray before they look up at the shop sign, so the ticket template is one of the most important pieces of branding you own. Keep the logo small at the top or in a corner, set the cut and price large, and use the same typeface on every ticket, the chalkboard and the window posters.
Fishmongers have more to fit on. Business Companion’s trading standards guide to labelling fish, written for England and Wales, says fish sold loose must be labelled with its commercial designation, scientific name, production method (caught at sea, caught in fresh water or farmed), catch or production area and the category of fishing gear used. It adds that the scientific name may be given on a separate poster. That is a lot of text for a ticket stuck into crushed ice.
What it means for your logo: on a fish ticket the small horizontal version sits in one fixed corner and the five legal items get their own set spaces, so the mark has to stay readable at about 25 mm wide on a wet card, and a wide or ornate logo is the wrong choice for a fishmonger.
Wrapping paper, bags and the weigh-scale label
Once the meat or fish is cut, the brand goes home in the customer’s hand. Most counter shops use three things:
- Printed wrapping paper. Greaseproof or waxed sheets usually print in one colour, often as a small repeat. A compact icon that tiles well works better than the full logo, which ends up cut in half at every fold.
- Carrier bags. Paper bags take a one or two colour print. The stacked layout sits centrally and stays readable when the bag is full and bulging.
- Scale labels. The weigh-price printer on the counter prints in black on thermal stock. Upload a black-only version of the horizontal logo as the label header and check it at actual size, because grey tones and thin lines vanish on thermal paper.
Before you approve any design, print it in solid black at 30 mm wide on the scale printer itself; our black and white logos guide covers what to look for.
Striped aprons, white coats and the hat
The blue and white striped apron is part of the butcher’s image, and fishmongers and deli staff have their own kit: white coats, waterproof aprons and caps. These are washed hot and often, so the logo is usually embroidered or printed in one colour. A stripe pattern behind embroidery confuses fine detail, so the icon or a short wordmark on a plain patch reads better than a detailed badge stitched straight onto the stripes. Our guide to logos for embroidery and signage covers what the embroiderer needs from you.
Sausages for the pub down the road: supplying other businesses
Many butchers and delis also supply restaurants, pubs and cafés. GOV.UK’s Food Standards Agency guidance on applying for approval of a meat or food establishment, which applies to England, Wales and Northern Ireland, says approval is required for certain establishments that handle products of animal origin, including those that supply other establishments. Check with your council how that applies to your trade before you grow it.
For branding, wholesale brings new pieces: a trade price list, delivery notes, vacuum-pack labels and invoices that a chef files away. They are read quickly and often photocopied, so the black-only horizontal logo in the header does more than any colour flourish. A restaurant that names your shop on its menu is also free advertising, and a clear wordmark makes that easy.
What it means for your logo: if your premises in Great Britain become approved, Regulation 853/2004 requires an oval identification mark showing UK or GB and your approval number on the wrapping, packaging or label, so your logo stays clear of oval frames and that mark gets its own corner of the vacuum-pack label, where nobody can mistake one for the other.
Cheese wedges, own-label jars and the hamper season
Delis and cheesemongers sell more products under their own name than butchers do. Cut cheese is wrapped in waxed paper and finished with a small label; house pâtés, pickles and dressings go into jars; and in the weeks before Christmas many shops pack gift hampers. Each needs the logo at a different size:
- a round wedge label, about the size of a coin, which only the icon fills cleanly;
- an own-label jar front, where the stacked logo sits above the product name;
- a hamper tag or box sleeve, which can carry the full horizontal lockup.
Hampers travel to people who have never visited your shop, so they are a chance to win a new customer. Put the website and the shop address under the logo on the tag, not just the name.
Pigs in aprons and smiling fish
Counter trades have their own set of overused images: a cartoon pig in a chef’s hat, crossed cleavers, a cow diagram with dotted cuts, a leaping fish, a wheel of cheese with a wedge missing. They tell people what you sell, which the counter already does, and they make one shop look like the next. Stronger routes:
- Use your name and your date. A family name in good lettering, with the year the shop opened, carries more trust than a cartoon.
- Take one tool and simplify it. The shape of a boning knife, a butcher’s hook or a fish scale, reduced to one strong line, can become a letter or a frame.
- Keep memberships beside the logo. Many independent butchers belong to the Q Guild, a national network of independent butchers that runs the Smithfield Awards.
What it means for your logo: a Q Guild membership mark or a Smithfield medal brings its own shape and colours to the window glass and the Christmas order form, so keep your mark simple, with clear space around it and no gold of its own, and the two sit side by side without competing.
Counter, van and apron: what the £129 covers
Our Logo Design is £129 for every layout. The horizontal version heads the scale labels, the trade price list and the fascia; the stacked version goes on carrier bags and the Christmas order form; the icon takes the wrapping-paper repeat, apron patches and the van’s rear doors. The pack includes a one-colour file for thermal labels and embroidery, a 3D mockup and every file format a sign maker, printer or embroiderer will ask for, with unlimited concepts and unlimited revisions within your brief. The copyright is yours on delivery. Van livery is a separate job, and our Vehicle Wrap and Signage design starts from £99; other fees are on our pricing page.
Changing over without closing the counter
Avoid a rebrand in the run-up to Christmas, when Christmas orders fill the diary and every spare hour goes on the counter. January and February are quieter: switch the scale-label header and the ticket template first, since both cost nothing, then order new wrapping paper and bags as the old stock runs out. Replace aprons as they wear and leave the fascia until the next refurbishment or the first dry spell in spring. The new Christmas order form in the autumn then shows the brand to every regular at once. Customers rate us 4.8/5 Excellent, and first concepts reach you within 48 hours of your completed brief, so the new ticket template can be in the trays within the week. If you order your butcher’s shop logo in January, it can head the scale labels by February and the Christmas order form by the autumn.
