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.
Packaging
Bright colours, an illustrated cow in various poses and accessories and even a cow bum on the side, the butter foil packaging certainly stands out on the shelf. Meanwhile, the supermarket box features a full farm scene including cows driving tractors, flying planes and even having a romantic picnic. Customers who order straight from the All Things Butter website instead of shopping in the supermarket will receive a delivery box covered in cow print that opens up to reveal parachuting cows making a butter drop.
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). Swipe to see just 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…
The eagle-eyed amongst you might have spotted that the All Things Butter cow is sporting a Sainsbury's / Asda uniform.
Pizza and butter lovers were delighted by this collab. We brought New York to London with these Sopranos-inspired illustrations.
Underdays partnered with All Things Butter to launch soft buttery yellow briefs for Valentine's Day.
Digital Design
& Build
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.
Where are we now?
All Things Butter is the most exciting brand in FMCG right now.
Social media is buzzing with people talking about All Things Butter. Consumers love the brand and packaging but it seems it’s caught the eye of entrepreneurs and marketing professionals everywhere too.
SOLD 100,000 blocks of butter in six months
RAISED over £2m investment
GROWN the team from 2 to 10
PARTNERED with GBBO’s Ruby Bhogal
LAUNCHED in national retailers
INTRO’D sweet and flavoured butter
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Going “above and beyond” isn’t a nice enough way to describe how fantastic The Loft team are. Nothing can fault the work commitment to All Things Butter, along with the quality of the work. The commitment from the team has been second to none.
Toby Hoppy
Co-Founder, All Things Butter