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Boutique nut butters imagined in London
Award-winning Butternut London, makes organic, all natural, luxury nut butters with unusual and exciting flavour combinations. With big plans to grow from a stall at Borough-market to high-end delis, luxury retail and eventually global export, founder, Zoe, knew Butternut needed a makeover. Our brief was simple: make Butternut an aspirational, modern brand, with a clear reason for being and a strong point of difference. We paraphrased it as creating a ‘Liberty-worthy’ brand.
It was clear Zoe gave Butternut the edge. We love her passion for food and culinary experimentation. Born and bred in London and with a stall at world-famous Borough Market, she can’t help but be influenced by the diversity of cultures and flavours that make her hometown a melting pot for creativity. Not to mention her exacting standards and obsessive attention to detail – she’s a woman after our own heart!
We also knew that the luxury world has changed. Out with the ‘bling’ and in with values-driven, originality and self-expression. Here was an opportunity for Butternut to own a bold, creative and playful space targeting change-makers. We summed it up as, ‘Boutique nut butters imagined in London’.
Aside from creating a luxury look and feel, we also wanted to create a suite of assets that would give Butternut scope and creativity off pack. Inspired by London, our design captures its eclecticism and contrasts: traditional versus modern, luxury versus gritty, clichés versus hidden gems, vibrancy versus calm and so on, all interacting with an elegant ‘B’ monogram. Every pack features ingredients and different London landmarks and experiences to act as a metaphor for the variant flavours. Some are well known, others for those in the know. Beautifully detailed and artfully hand drawn in-house, the illustrations are executed to reflect Zoe’s flair and eye for detail.
Zoe wanted a brand and a pack design that people would covet. And we know that it’s already working its magic. Zoe told us, “We are getting a great response from our customers at Borough Market about the new branding. It’s so eye-catching that it stops people dead in their tracks and draws them in.” Liberty, here we come!
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