Nigel and his team at Castle Dairies are proud butter manufacturers based in Wales. Passionate to the point of obsession, they are more than experts; they are true butter virtuosos. With an opportunity for a national retailer listing, Nigel knew he needed a new brand that would appeal beyond their Welsh heartland and own a unique space in the mainstream. At the same time, he also asked as to give Castle Dairies' identity a revamp to create a more cohesive offer.
To capture the team’s Willy Wonka-esque love of all things butter and help the brand own a distinctive positioning in the market, we ramped up the quirkiness. “The Butterworks” name was inspired by the experimental HQ where all of Nigel’s better butter creations are imagined.
The result: a fun, memorable brand brimming with positivity which outsells Castle Dairies’ butters (pre re-brand) by over 6:1. And the Castle Dairies redesign has helped increase its average sales volume by 838%!
average retail sales by volume versus
Castle Dairies butters pre rebrand