The Butcher

To promote Prime Video’s new original show The Boys, AKQA Portland teamed up with LA chef Ludo Lefevbre to serve up knuckle sandwiches in an immersive, theatrical pop-up shop. Our Butcher Shop took its name and ethos from Billy Butcher, the crass but charismatic anti-superhero vigilante.

To bring the pop-up to life, we built the Butcher Shop brand and identity from scratch. Taking queues from the the show; we created a gritty, no-frills identity system filled with grungy type, snarky headlines and f-bombs aplenty.


Across two days of service, the Butchers served up shady sandwiches with a side of theatrics to content-hungry fans in LA, while Twitch live-streams the action to satiate further spectators worldwide.

The decor and our cast of butchers fit right into the pull-no-punches world of The Boys. We even created every product in the store from scratch.



Creative Direction