Client: American Meatsmith Tool & Supply Co.
Art Direction: Jorgen Harle
A meatsmith is one who deals in all matters pertaining to turning animals into delicious food. I had the pleasure of becoming intimate with the role while working for Farmstead Meatsmith (authors of the neologism) for 3 years, during the course of which I met Jorgen, a friend, blacksmith and fellow meat enthusiast. He has been smithing various meat cookery apparati for years, honing his designs and cookery skills with a vision towards creating an enterprise to fill the surprisingly glaring hole in the market for mostly whole-animal cookery tools.
Jorgen and I teamed up to build an identity for the ensuing business that began with naming the company, right on through designing the logo, color palette and a few rounds of photography. We took great inspiration from the legacy of classic American manufacturing design themes and 1920s socialist propaganda.