Amazon Prime Video / The Boys

Building a World
Worth Believing

Experiential World-Building Brand Identity

To promote Prime Video's hit series The Boys, AKQA Portland partnered with chef Ludo Lefebvre to bring one of the show's most recognizable fictional locations into the real world. Rather than creating a traditional marketing activation, the team set out to transform a non-descript retail space into a fully immersive dining experience straight out of the world of The Boys. Enter The Butcher Shop.

To make that world believable, we developed the Butcher Shop brand from the ground up. Inspired by Billy Butcher's unapologetic attitude and anti-superhero ethos, the identity system combined gritty typography, propaganda-inspired graphics, and a healthy dose of irreverence. The result was a cohesive brand world that extended across every touchpoint—from menus and packaging to signage, merchandise, and the physical environment itself.

The Details

To bring Butcher Shop into the real world, we first needed to establish a visual identity that felt as if it had been pulled directly from The Boys universe. Inspired by Billy Butcher's blunt attitude and anti-superhero worldview, we developed a gritty, no-frills brand built around bold typography, distressed textures, propaganda-inspired graphics, and a healthy dose of irreverence. From menus, packaging, and loyalty cards to in-store products, signage, and promotional ephemera, every touchpoint was designed to deepen the fiction and reward fans willing to look a little closer—transforming the brand from a visual identity into a fully realized place.

Opening
Shop

The project culminated in a fully immersive pop-up experience in Los Angeles. Every element—from the storefront and interiors to the products, staff, and environmental graphics—worked together to blur the line between fiction and reality. What began as a promotional activation became a tangible extension of The Boys universe, inviting fans to step inside a world they had previously only experienced on screen.