The Sicilian Butcher.
The Sicilian Butcher blends the warmth of an Italian neighborhood restaurant with the energy of a modern steakhouse — handcrafted pastas, butcher-quality proteins, 5-foot charcuterie boards, meatball ferris wheels, and a menu built for lingering. It's a concept that defies easy categorization, which is exactly what makes it memorable. The Sicilian Butcher currently has 7 locations across Arizona, Nashville, and Texas.
As the brand approached its 10-year mark, it needed a clear direction to carry it through the next decade of growth. Savory Fund brought in Burke Morley to build the strategic foundation, and our job was to bring that new perspective to life visually. Every detail was crafted to evoke the feeling of Sicily, specifically leaning into the culture, flavors, and identity that set it apart from traditional Italian, rather than blending into it.
The wordmark draws inspiration from the art deco typefaces found throughout Sicily, with small notches that nod to the island's woodworking, festival art, and craftsmanship traditions.
The brand mark is rooted in a centuries-old Sicilian folk legend, the Moor's Head. Reimagined with intricate, layered detail to evoke a sense of heritage passed down through generations. Fruits and vegetables were woven into the design as a nod to the restaurant industry, with specific choices tied to Sicily itself: oranges were used instead of the lemons commonly seen across other Italian concepts, setting the mark apart and grounding it in something more specific to the island.
At its core, the fruitful Moor's Head became a way of immortalizing Chef Tomaso, Chef Joey's father, and the reason this restaurant exists in the first place.
