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NoButcher
A new kind of deli
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
NoButcher is the first fully plant-based deli in Las Vegas, serving bold vegan comfort food inspired by classic sandwich shops. Known for hearty flavors and an approachable menu, the restaurant has built a loyal following by proving plant-based food can feel just as satisfying and crave-worthy as traditional deli fare.
Under new ownership, NoButcher wanted to bring more life, warmth, and flexibility into the brand while maintaining the recognition it had already built within the community. The previous identity relied heavily on a single logo application across every touchpoint, limiting the brand’s personality and ability to expand into new campaigns, merchandise, products, and experiences.
The logo was evolved into a cleaner, more approachable identity with improved legibility and flexibility. Sharp edges and inconsistent construction were replaced with softer custom typography, including a leaf integrated into the “r” of NoButcher. Spirulina-inspired teal, leafy greens, warm orange, and ciabatta-inspired neutrals create a more vibrant palette rooted in freshness and comfort food.
The refreshed identity extends across packaging, signage, merchandise, social templates, uniforms, window decals, monthly specials, and a large-scale mural designed by Overland Design Co. The updated system also created flexibility for sub-brands like “NoMeats” and “NoCheeses,” while expressive illustrated farm characters add warmth and personality throughout the experience.
A special thank you to Phil and the team at NoButcher for trusting Overland Design Co. with this next chapter of the brand. We’re grateful to help shape the evolving NoButcher world and wish the team continued success serving some of Las Vegas’ most unforgettable plant-based sandwiches.
About Us
OVERLAND Design Company is a strategy and design studio based in Las Vegas.
We help brands navigate complex challenges through work that is strategically rigorous, emotionally resonant, and beautifully designed.
From large-scale rebrands to independent initiatives, our hard-working systems prove that craft and scale can coexist.
OVERLAND Design Company is a strategy and design studio based in Las Vegas. We help brands navigate complex challenges through work that is strategically rigorous, emotionally resonant, and beautifully designed. From large-scale rebrands to independent initiatives, our hard-working systems prove that craft and scale can coexist.
Work that helps brands show up and stand proud
NoButcher
A new kind of deli
NoButcher is the first fully plant-based deli in Las Vegas, serving bold vegan comfort food inspired by classic sandwich shops. Known for hearty flavors and an approachable menu, the restaurant has built a loyal following by proving plant-based food can feel just as satisfying and crave-worthy as traditional deli fare.
Under new ownership, NoButcher wanted to bring more life, warmth, and flexibility into the brand while maintaining the recognition it had already built within the community. The previous identity relied heavily on a single logo application across every touchpoint, limiting the brand’s personality and ability to expand into new campaigns, merchandise, products, and experiences.
The logo was evolved into a cleaner, more approachable identity with improved legibility and flexibility. Sharp edges and inconsistent construction were replaced with softer custom typography, including a leaf integrated into the “r” of NoButcher. Spirulina-inspired teal, leafy greens, warm orange, and ciabatta-inspired neutrals create a more vibrant palette rooted in freshness and comfort food.
The refreshed identity extends across packaging, signage, merchandise, social templates, uniforms, window decals, monthly specials, and a large-scale mural designed by Overland Design Co. The updated system also created flexibility for sub-brands like “NoMeats” and “NoCheeses,” while expressive illustrated farm characters add warmth and personality throughout the experience.
A special thank you to Phil and the team at NoButcher for trusting Overland Design Co. with this next chapter of the brand. We’re grateful to help shape the evolving NoButcher world and wish the team continued success serving some of Las Vegas’ most unforgettable plant-based sandwiches.
Coverage Factory
Gear up for better insurance
The Coverage Factory is an independent insurance agency built around customized policies, not cookie-cutter plans. But in a market dominated by large, recognizable brands, their messaging lacked memorability and distinction. While their offering was stronger and more personal, their brand didn’t reflect that value. They needed a cohesive identity that could scale, stand out, and clearly communicate their difference.
We leaned into their name and reframed their positioning. Instead of rejecting generic insurance, we positioned them as builders of better coverage. Factory language, gears, and motion became the foundation of both visual and verbal identity. The tone shifted to confident and direct, emphasizing precision, customization, and ease. The result was a system built around the idea of a frictionless process.
The identity expands on existing gear elements, turning them into a core brand asset. A spinning cog is integrated into the logo, reinforcing motion and function. Supporting icons use the cog to represent coverage types, creating a cohesive system. A bold palette of orange, navy, white, and blue ensures visibility and contrast. The typeface Alexandria balances modern clarity with approachability, supporting both strong headlines and clear communication.
The system translates across digital and physical touchpoints. Gear shapes frame photography, showcasing real people and real moments. Window decals and signage use bold color and simple messaging to attract attention from passing traffic. Social content uses motion and modular graphics to explain coverage quickly. Every application reinforces the same idea: a smarter, smoother way to build insurance.
The system translates across digital and physical touchpoints. Gear shapes frame photography, showcasing real people and real moments. Window decals and signage use bold color and simple messaging to attract attention from passing traffic. Social content uses motion and modular graphics to explain coverage quickly. Every application reinforces the same idea: a smarter, smoother way to build insurance.