Building on the existing visual language, the launch was framed around a modern butcher shop concept as a storytelling device. Chalkboard signage, wood textures, and cut-animal illustrations reinforced the nutrient-rich positioning in a way that felt authentic and craft-driven. The retail system included endcaps, pallet displays, in-store signage, and environmental graphics designed to clearly communicate the benefits of organ meats and cartilage while creating strong visual presence at shelf.

The campaign extended beyond retail fixtures into consumer-facing promotional items, including branded aprons and custom cutting boards. These tactile elements deepened the brand narrative, turning the nose-to-tail philosophy into a tangible, lifestyle-driven experience. By expanding touchpoints beyond traditional display, the launch created a cohesive world that strengthened in-store impact and brought the product story to life.