Background: Armando & Sons is an artisan butcher and fine foods shop that opened in Reno, Nevada in 2022. This new take on a classic trade combines the old world service and craft of a gourmet butcher with the carefully curated inventory of a fine foods grocer. And if reading that made your stomach cry out in anguish, don’t fret. You can sample their mouthwatering selection firsthand at the in-house burger and sausage bar.

The business is the newest brainchild of the Flocchini Family and their collection of meat businesses that include Sierra Meat and Seafood, Durham Ranch, and Flocchini Family Provisions. The family’s love for the meat industry comes from their great grandfather, Armando Flocchini Sr., an immigrant butcher from Italy. First, Armando worked as an employee at Durham Meat Company in the 1930s in San Francisco until he saved up enough money to eventually buy the company. As the new owner, Armando got his two sons, Armando Jr. (Bud) and Rich involved before their own children eventually joined the family business.

Objectives: The Flocchinis didn’t set out to create any old butcher shop. This venture is about premium quality, unique offerings, and a respect for a family’s artisan heritage. As such, the brand needed to toe a specific line. A little luxury, a little blue collar – not an easy task. 

Additionally, the brand equity of the Flocchini Family has a lot of value in the Northern Nevada area. This new venture needed to fit within their house of brands while still being unique and ownable on its own. 

Finally, the brand and visual identity needed to be a fitting tribute to the company’s namesake. A love letter to Armando, his Sons, and the family’s storied tradition from the current generation.