Tasman Butchers are shaking things up with a rebrand and new products targeted at the ethically-minded consumer.

The Victorian-based butchers chain has updated its logo in a way designer Harry Corsham says emphasises Tasman’s brand 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 communications agency, 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 Harry.

At the same time as updating its logo, Tasman Butchers is now selling free range lines which Tasman Butchers Chief Executive Officer, Matt Swindells, says includes Lilydale Chickens and Flinders Lamb.

“The foundations of what makes Tasman Butchers such a respected household name will remain the same,” said Swindells.

“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,” he said.

Tasman Butchers is the largest independent butcher in Victoria, with 18 stores located across metropolitan Melbourne, Geelong, Shepparton, Traralgon and Bendigo. It has been in operation since 1956.

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