Bos Meat
Online Butchery that specilizes in hunting and selling game meat or venison
Client
Bos Meat
Industry
Butchery/Retail
Project
Brand Identity
Services
Logo Design & Stationery
Background
Rooted in tradition. Refined for tomorrow.
Founded in 2019 by Potchefstroom native Gabonewe Phage, BOS Meat began as a passion project—born from a lifelong connection to the land, the thrill of the hunt, and the respect for honest food. What started as one man’s pursuit of clean, traceable meat quickly evolved into a growing business supplying premium cuts to conscious consumers across South Africa. Gabonewe’s philosophy was simple: reconnect people to the origin of their food. No frills. No additives. Just pure, ethically sourced meat—hunted, butchered, and packaged with purpose. With roots in African hunting culture and a sharp eye for quality, BOS Meat carved out a unique position in the local market. As the business grew, so did the need for a brand identity that could communicate more than just meat—it had to convey heritage, transparency, and rugged excellence in one bold, unforgettable package.
Challenge
Bringing the wild into the digital age
BOS Meat had a powerful story, but its visual identity didn’t do it justice. The brand felt scattered—more like a side hustle than a premium meat supplier with a clear mission and growing clientele. With an expanding online presence and increasing national orders, the brand needed a complete refresh.
We had to answer a few key questions:
How do we preserve the primal, untamed spirit of hunting while making it accessible and trustworthy to modern consumers?
How do we visually reflect quality, craft, and heritage without feeling dated or overly traditional?
How do we position BOS as both a local favourite and a brand ready to scale beyond Potchefstroom?
The core tension was this:
Create a brand identity as bold as the hunt, but refined enough for the digital shelf.