Let's set the scene
The world’s in lockdown and Covid isn’t the only thing taking over the world. All Things Butter is sweeping across TikTok, a viral video series in which chef Thomas Straker whisks, churns and quenelles butter.
Together with his childhood friend, Toby Hoppy (responsible for the growth of several successful startups) they hatch a plan to disrupt dairy and become the largest organic dairy company in the UK…
Butter's been around since at least 8000BC
…so this wasn’t about reinventing the wheel but refreshing the current proposition. Go into any supermarket, visit the butter aisle and you’ll see a sea of very traditional branding and packaging. Toby and Thomas wanted to bring excitement to the shelves again.
Now this is where The Loft comes in! They brought us the concept and an illustrated cow and we got the All Things Butter brand launch-ready, supporting them as they raised investment and developed their D2C and retail strategy.
Disruptive Packaging
Our goal was to support All Things Butter's category innovation through distinctive design. And what could be more stand-out than the cartoon cows, illustrated ingredients and bright colours on the packaging design?!
Illustration
The fabulous Eliza Robinson conceived the initial cow concept which we then developed to create a suite of illustrated cows. Some of our favourites include Astronaut Cow, Angel Cow, Builder Cow and of course Cheeky Butt Cow.
Brand & lifestyle photography
Planning, art directing, prop hunting, styling, photography. We’re obsessed with the results of this shoot. Every detail was thought about (even down to what forks we used). Keep scrolling to see a few of our favourites.
Merch & events
Working to very tight deadlines (a matter of days, not weeks!), we’ve pulled off some fantastic events together. Standout ones include the All Things Butter launch party and a London Waterloo takeover where 10,000 blocks of butter were handed out to the public. We’ve designed menus, stickers, window vinyls, hats, socks, big butter tubs, t-shirts, bags, hoodies and more!
Social content
We’ve had great fun building butter towers and playing with mini cows to capture imagery that could be used across social media. Occasionally the shoots got messy: one included a few broken eggs!
Retail & brand partnerships
We supported All Things Butter’s launch into national retailers like Asda, Sainsbury’s and Ocado with POS materials designed to maximise brand visiblity and recognition. And let’s not forget the exciting brand collabs…
We designed and built the All Things Butter holding page and the D2C Shopify website. Both were really important brand touchpoints. It was a space for us to play and show off that this is a fun yet premium product (and brand).
Holding page
Normally, holding pages don’t feature in case studies but with All Things Butter having a massive social media following already, we knew there would be a lot of traffic. After toying with a few different concepts for this digital touchpoint (including a live cow cam!), we opted for builder cows - playing on the idea that the full website was “under construction”. Cows wearing builder’s helmets are constructing the website from bricks made of butter. Spot the cheeky builder’s bum poking through the wall!
Website
Jam-packed with colour, fun illustrations and the occasional pun, the main website is an equally joyful experience. It was a custom website design built using a Shopify theme. We really had to stretch the theme to achieve the look we wanted for All Things Butter.
Impact
All Things Butter is the most exciting brand in FMCG right now. Social media is buzzing with people talking about them. Consumers love the brand and packaging but it seems it’s caught the eye of entrepreneurs and marketing professionals everywhere too.
01. SOLD 100,000 blocks of butter in six months
02. RAISED over £2m investment
03. GROWN the team from 2 to 10+
04. PARTNERED with GBBO’s Ruby Bhogal
05. LAUNCHED in national retailers
06. INTRO'D sweet and flavoured butter