Tasman Butchers is delighted to announce the launch of its highly anticipated rebrand and reinvigorated look. The rebrand will see one of Victoria’s oldest and most recognisable brands contemporised – signalling another exciting chapter for the company and craft of butchery.

With roots dating back to 1956, Tasman Butchers has had a rich history in its 60 years of operation. Tasman was born of the awareness that building a more equal society is a responsibility that depends on the participation of all, including the local butcher.

“In being a legacy brand with loyal long-standing customers, a great deal of consideration went into changing our visual identity,” said Matt Swindells, Tasman Butchers CEO.

In an effort to illustrate what sets Tasman Butchers apart beyond its product offering, the company, its creative partner, Town Square, and visual conceptualist, Kristoffer Paulsen, chose to emphasise the brand’s manifesto.

“The manifesto is an articulation of the core promise that ‘Tasman Butchers will provide our community with the best meat at the best price’,” said Harry Corsham, director of Town Square.

“We changed the name from Tasman Meats to Tasman Butchers but have stayed true to who Tasman Butchers is and what it values. The Tasman DNA is still at the core, it just comes with a more contemporary feel,” said Corsham.

Tasman Butchers has added free range lines such as Lilydale Chickens and Flinders Lamb, providing customers with a wide range of ethical options.

“The foundations of what makes Tasman Butchers such a respected household name will remain the same. Our dedication to the best produce, an equal society and our strong commitment to our communities will continue, however, our new look and feel will ensure that we stay fresh, contemporary and relevant to our discerning vendors and buyers in Victoria,” Swindells added.