WELCOME TO
IMPOFU / TAURO
The Branding Presentation
This presentation marks the beginning of the visual journey, the first creative step in shaping a butchery and deli brand rooted in the 'Karoo Chic' aesthetic and named for the quiet strength of the Eland. Rather than presenting a single, fixed outcome, we explore three distinct creative directions. Each route interprets Tauro’s world differently, through tone, texture, typography, and materiality, while remaining anchored in a shared foundation of quality, provenance, and elevated simplicity.
These are not final answers. They are carefully considered starting points designed to uncover the spirit of the brand, whether that leans toward refined safari minimalism, heritage craft with a modern edge, or understated Karoo luxury.
As you move through each direction, we invite you to notice what feels instinctively right. What captures the weight of the landscape, the dignity of the animal, and the quiet confidence of a contemporary deli. Those emotional cues will guide us into the next phase, where Tauro is refined into a cohesive, distinctive identity, strong, grounded, and unmistakably Local.
Route One
In our first direction, we intentionally kept the identity simple, classic, and undeniably premium. Inspired by beautifully balanced layouts, timeless serif typography, and the rich, earthy palettes found within our country’s landscapes, we crafted a brand that feels both boutique and warmly inviting. The icon draws inspiration from the face of an Eland, subtly intertwined with the form of a steak, a distinctive and slightly playful gesture that adds memorable character while remaining refined. It’s an unexpected detail that creates strong visual recognition and standout appeal. The overall look and feel leans into natural, grounded tones, complemented by bespoke patterns inspired by organic meat textures. The result is an identity that feels authentic, elevated, and deeply rooted in craft.
Route Two
This dual logo and emblem system draws from the visual language of African rock art — simplified, symbolic, and instinctive. The hand-rendered wordmark carries an irregular, etched quality, with a subtle horn detail referencing the eland and its quiet strength, while the circular stamp emblems echo traditional maker’s marks and cattle brands, grounding the identity in heritage and craft. The running eland silhouette remains intentionally reductive — more symbol than illustration — reinforcing provenance without decoration. The result is a contemporary Karoo butchery and deli identity that feels rooted yet elevated, timeless rather than trendy, confident rather than loud — a brand carved from landscape, memory, and meaning.
Route Three
In this final route, we explored a slightly unexpected direction, an identity inspired by traditional old-school delis and heritage butcheries, reimagined with a confident modern twist.
Bold, contemporary-classic typography is paired with striking red hues and structured patterns to create a brand rich in character and presence. The logo lock-up draws on nostalgic cues, while strong vertical striping subtly references classic butchery aprons and storefront detailing, grounding the identity in authenticity.
The result is a brand that feels warm, welcoming, and full of charm, familiar at first glance, yet distinctly modern in execution.
Thank You