Tathra Place
Tathra Place is a farm-to-table butchery and food retail branding project by Vie Studio, developed to communicate the values of regenerative agriculture and ethical farming through a cohesive brand identity and retail design experience. The project includes brand strategy, visual identity, packaging design, and retail environment design for a contemporary butchery concept built on transparency, sustainability, and connection to the land.
At the heart of Tathra Place is a simple philosophy: healthy land creates healthy animals, which in turn nourish communities. The brand narrative reflects the natural cycles of agriculture — growth, balance, and renewal — celebrating the relationship between farmers, livestock, and the food that brings people together.
The Tathra Place retail design translates the brand philosophy into a physical experience. Designed as an open, market-style butchery, the space emphasises freshness, transparency, and craftsmanship.
Warm timber textures, honest materials, and integrated greenery create a welcoming environment that connects customers to the origins of their food. The design encourages customers to engage with the produce and the story behind it, reinforcing the connection between farm, butcher, and community.
Retail Environment
The Tathra Place retail design translates the brand philosophy into a physical experience. Designed as an open, market-style butchery, the space emphasises freshness, transparency, and craftsmanship.
Warm timber textures, honest materials, and integrated greenery create a welcoming environment that connects customers to the origins of their food. The design encourages customers to engage with the produce and the story behind it, reinforcing the connection between farm, butcher, and community.
A Living Brand System
The Tathra Place identity extends beyond a single logo, evolving into a flexible visual system that reflects the rhythms of farm life. Graphic elements inspired by livestock, soil, and seasonal cycles appear across packaging, merchandise, and communication materials, reinforcing the brand’s connection to regenerative agriculture and the land that sustains it.
Each element works together to tell a consistent story — one rooted in transparency, care, and respect for the ecosystem that produces the food.
Packaging & Brand Applications
Packaging design plays a key role in communicating the Tathra Place story. Butcher paper wraps, product labels, and merchandise extend the visual identity through simple graphics, farm-inspired illustrations, and tactile materials.
From branded apparel to packaging systems, each touchpoint reinforces the brand’s message of sustainability, ethical farming, and respect for the ecosystem that produces the food.
Through an integrated approach to brand identity, packaging design, and retail environment design, Vie Studio transformed Tathra Place into more than a butchery — creating a platform for storytelling about food, farming, and regenerative agriculture.
Inspired by this project?
This space was designed by Vie Studio. Explore how we approach retail, hospitality, and corporate interiors, and learn more about the studio behind the work.