Universal Favourite

An adorable butter alien from another planet set the stage for a brand like no other. Butter Baby, a brave explorer from the paradise planet Butterlandia, travelled through space to save his home. He discovered weird and wonderful worlds before eventually crash-landing on Earth, where he found rich, abundant butter and friendly humans, or as he called them ‘humblabubs’. Captivated, he decided to stay and share his traditional Butterlandian treats from his humble first store in Blok M, Jakarta. Universal Favourite's task was to take our client’s initial narrative, build in lore, craft the Butter Baby character, and transform it into a distinctive and out-of-this-world brand identity. Somewhere between strategy and sci-fi, the result was the creation of valuable IP and a brand world that extends far beyond desserts. Spanning immersive retail experiences, merchandise, collaborations with artists and celebrities, digital content and new product development, the Butter Baby brand is positioned for global franchising and multi-platform engagement. This was an amazing and (almost too) enjoyable collaboration with a visionary client partner. Huge thanks for the trust and partnership Nick and Henry Burch, Shane L., Philippa (Philly) Gebbie, Kit Sanders, Alexis Fenton, and the whole Butter Baby team. Also shoutout to creative collaborators Daniel St Vincent, Double Up Studio, Crosby Studios PS: I can also attest to the product being out-of-this-world delicious ( 👏 celebrity Chef Dedy Sutan)

Meal kit brands have a bit of a sameness problem in Australia. You know... formulaic, functional, forgettable. It's difficult because they're dealing with a very price-conscious consumer, but that's only more reason for brand to work harder. So with QuiteLike picking up steam, we helped them lean into what makes them different: a promise of something more rewarding. Not just in the finished dish, but in every little moment along the way. It was important to communicate and infuse that into every aspect of the brand identity. As a result there's warmth, there's colour; there's something special in the tone and the way the brand moves. Moments in the illustration, in the photography and in the details of packaging. Brought together, all these elements make for a more distinctive brand, delivered in a way that is authentic to the ethos and people behind the brand. If you're interested in seeing the full case study, you can find it on the Universal Favourite website: https://lnkd.in/gqyUJTKd Project credits: Strategy: Untangld Brand writer: Cat Wall Photography: Parker Blain Stylist: Jerrie-Joy Redman-Lloyd Wardrobe: Oriana De Luca H&MU: Gavin Anesbury Video: Matt Deavin Producer: Rebecca Matthes

No one tells you how hard the juggle is. Being a Creative Director can be full-on. Being a new dad is always full-on. Doing both at the same time? That’s a whole new level of chaos. I was recently on the NDA Podcast talking candidly about what it’s like trying to be present at work and at home, managing teams and projects while also managing daycare drop-offs and the emotional (and financial) weight of raising two young boys. We spoke about the reality of parental leave for dads and how short that time feels. About the emotional split you feel between home and work, and how the pressure to just “get on with it” is very real. We talked about how the impact doesn’t stop with you, your team feels it too. And how returning to work looks very different depending on whether you're a mum or a dad, and the expectations placed on each. It was one of the most open conversations I’ve had in a long time. Huge thanks to Katie Cadwell & Hatty Wytton for having me on, and to Jamie Ellul for making the space to talk about the stuff we usually keep quiet. Listen to the episode here: 🎧  https://lnkd.in/gqYa47Fk

Introducing Universal Favourite's rebrand for QuiteLike – QuiteLike is here to help Australians bite into better mealtimes, reimagining the meal kit as something more than just dinner. Think flavour, flexibility and a squeeze of excitement. We partnered with QuiteLike to craft a brand that brings the joy back to cooking. Guided by the brand idea of “deliciously rewarding” and the promise of meaningful, memorable moments through food, the new identity celebrates the delight in every step and bite. The brand is warm, vibrant, and full of delicious detail – from the visual system and tone of voice, to the illustration, packaging and photography. Will share more in the next couple of posts, but here's a snapshot, or check out the full case study at: https://lnkd.in/gqyUJTKd (It takes a whole team of course! – James Kerridge, Phoebe Wood, Leigh Thomas, April Yu, Cameron Brook, Katie Williams from QuiteLike, James Needham, Jamal Cassim from Untangld for strategy, Ali Ozden, Joy Li, Laura Brown, Lucinda Cripps, Jack Forrest, Mary Morrish from UF, Cat Wall for words, and for the photography, Parker Blain, Jerrie-Joy Redman-Lloyd, Oriana De Luca, Gavin Anesbury, Matt Deavin, Rebecca Matthes)