Boucherie de l'Avenue
An artisan butcher treated like a luxury house — because that is what it is.
- Year
- 2026
- Design & build
- 3 weeks
- Stack
- React · Vite · Tailwind · Vercel
- Visual identity
- Design
- Development
- Local SEO
- visual identity created from scratch
- 1
- Lighthouse SEO
- 100/100
- performance — open job
- 69/100
What needed solving.
The background
An artisan butcher's in Lyon 9, working with short-supply-chain meat and offering a catering service.
The constraint
Neighbourhood food shops are almost always poorly represented online: flash photos, default typography, no information on where the meat comes from. The craftsmanship was visible nowhere, even though it justifies the price difference with the supermarket.
The response
Treat the artisan the way you would treat a luxury house: bespoke identity, careful typography, directed photography, complete information on origins. What customers are trying to justify is a price — you have to give them the means to do so.
The scores recorded at delivery.
Lighthouse scores for the live site. We publish them as they are: when one is low, its cause and the plan to fix it are set out below rather than glossed over.
Every design choice, and the reason for it.
A visual identity created for the occasion
Monogram, palette and type system designed specifically, then rolled out across the shop's printed materials. The website was just one of the identity's outputs.
Origin shown for each product
Breed, provenance, and the farmer when known. It is the argument that separates the artisan from the self-service aisle, and it appeared nowhere before.
Directed photography
Natural light, neutral backgrounds, no direct flash. In butchery, poorly lit photography produces exactly the opposite of the desired effect.
Project palette
Deep burgundy
#5E1F2B
Identity
Marble white
#F8F6F3
Background
Ink
#1F1C1B
Text
Brass
#A98545
Rules and monogram
Type system
Display
Cormorant Garamond 600
Body text
Jost 400
A couture serif for the shop name, a restrained geometric sans for product information. The contrast between the two is the whole positioning.
What's under the bonnet.
- React
- Vite
- Tailwind
- Vercel
An open performance job
69 for performance: the score comes from an unoptimised product gallery inherited from the client's content. Switching to AVIF and sizing via srcset are costed and scheduled. We write this because the score is public and verifiable.
Static site
No database; the product catalogue is a data file. The butcher sends us his seasonal changes, and they are live within the hour.
How the site makes itself findable.
“Boucherie Lyon 9”, “boucher artisanal Vaise”
Nearby searches with very little competition and immediate purchase intent: whoever types them is looking for where to buy meat today, not doing research. Targeting “boucherie Lyon” (butcher Lyon) would have pitted the artisan against shops across the whole city, for traffic that will never travel as far as the 9th arrondissement.
Butcher Shop markup
Schema.org has a dedicated type. Using it rather than a generic LocalBusiness improves how Google categorises the business.
What was delivered.
- Home
- Our meat and its origins
- Catering
- About us
- Directions and opening hours
How the project unfolded.
Identity
Monogram, palette, type system, print roll-out.
Content
Origins per product, catering offer.
Design and development
Static site, typed catalogue.
What we are often asked.
More of our work
GDPR compliance & SaaSKonsent by Kayzen
A banner vendor that audits banners is both judge and party: independence was the product.
Offensive cybersecurity & SaaSSentinel by Kayzen
Selling a security product to engineers: every claim had to be demonstrable.
Data & weather serviceMétéo Climat France
358 indexable pages, a map animated over 72 time steps — and not a single line of framework.
The same high standards, for your website.
A free audit of your current site, a quote within 24 hours and written reasoning — like the case study you have just read. Pay in three interest-free instalments; local funding schemes checked before you sign.