Dewhurst, the UK’s sole remaining chain of high street butchers, is piloting a new store interiors concept created by London graphics group Ally.
The 200-strong chain has long suffered from supermarket competition. However, Dewhurst hopes to benefit from the gradual return of shoppers to the high street.
Ally’s creative director Susanna Cook approached the chain with proposals to focus on Dewhurst’s lucrative secondary market – a mass market audience with children still at home. “Empty nester” customers form the traditional market, but tend to spend less.
Ally designed new wall panels for the pilot store in Norwich, featuring photographs of livestock, portraits of the chain’s butchers, and diagrams of meat cuts. Design consultant Daniel Cummings also worked on the interiors.