Chapmans is a conceptual boutique butcher located on the high street of Paddington, Brisbane, providing quality products and services to the local community.

The brand identity highlights the clients' passion for quality products and expert advice through a cohesive identity that evokes trust and tradition. The name Chapmans was chosen to further compliment the branding, as a nod to the ancient chapman — a travelling merchant or trader, fitting in perfectly with Paddington's heritage aesthetic.

The unique charm of Paddington's heritage buildings inspired the brand's various visual elements from the brand pattern to the shopfront illustration and more.