Soldier works with CustomMade co-founder on new project, ButcherBox to deliver grass-fed meat to your door


The entrepreneurial spirt runs deep within Sodier’s DNA. Most recently, we worked with Mike Salguero to launch ButcherBox, a delivery service for 100% grassfed naturally raised beef.

Article in Boston Business Journal

Principal owner and CEO at Soldier Bobby Riley took an invested interest in ButcherBox as a Partner, not only because eating healthy, staying active and overall wellness is important to Bobby, but true to the Soldier culture as a whole.

“Mike and I have have been friends for a while and when he asked me to partner with him on ButcherBox, after leaving Custom Made I couldn’t have been more honored. We share a lot of the same vision about what it takes to build a brand, strong online experiences and how to exceed customer expectations. We are offering some of the best all natural, grass fed meat the US can offer, directly to your door. I am biased of course, but it is amazing!”

We applied Soldier’s Brand Operating System® framework to provide ButcherBox with the strategy, direction and tools needed to execute on a powerful go-to-market campaign.

Starting with our Brandseeking phase, we began the journey by unpacking why 100% grassfed and the idea of returning to something more simple / primal / natural was a driving force for the brand.


We worked closely with the ButcherBox team in a collaborative formula through look and feel, targeting a natural (Back to Nature) vibe that not only showed simplicity, but also a modern aesthetics. Mike Salguero describes his experience as follows:

“Working with Soldier has been an opportunity to build a brand from the ground up. Supplying great beef in a seamless fashion requires consideration of every detail. Soldier has risen to that challenge, and has delivered an incredible web to box at your door experience that our customers are going to love.”

We were educating each other along the way, with grassfed vs grain dinner parties and discussions around design.


Using Kickstarter as their launch platform, our structured, informed approach gave them the confidence to fully engage the audience they want to reach.

Touchpoint developments included, identity, packaging, data sheets, collateral , video direction and website UI/UX design.

We’re very proud and excited for Mike and his team as the launch their campaign on Sept.9th.