“Nigel and his team are passionate to the point of obsession. More than just experts in their field; they are true butter virtuosos. Our job was to distil this character and skill into a fresh new brand,” said The Collaborators in their release.
“The Butterworks” was inspired by the experimental HQ where all of Nigel’s better butter creations are imagined. The agency crafted a collection of icons for each flavour. A cow for their soft churn blend, a rosette for British butter, a tractor for the rapeseed blend and a fishing boat for their Cornish variant. Their hand-drawn butter curls form fields and waves depicting the British countryside for the icons to live within.
To add more standout, The Collaborators chose unusual bold rich colours, not the predictable yellow or gold butter foil colour. When it came to their tone of voice, they didn’t want to sound like every other butter brand. They ramped up the quirkiness with unconventional jaunty lines and refreshingly eccentric phrases.
The result is butter with bells on! A fun, memorable brand brimming with positivity. Already lining the shelves of Waitrose with a swathe of 5-star reviews.
Source: The Collaborators