BUTTER

A bakery lives or dies on the walk past. BUTTER had the product and it had the site, but nothing on the street that stopped anyone, and packaging that stopped working the moment it left the shop. In a market where every independent bakery reaches for the same muted, hand-lettered look, it needed to be the one you could pick out from the other side of the road.

Fresh out. The brand is loud on purpose , butter yellow as the ground, cobalt blue for the wordmark and cherry red for the dot that signs everything off. Oversized condensed display type does the shouting while a clean supporting sans does the explaining, so a menu board, a butter wrapper and a bus-shelter poster all read from across the street. The pattern system of red circles, cobalt checks and bold stripes flexes from wrapping a single croissant to covering a whole shopfront without ever needing a new asset.

• Primary logo
  Bold condensed cobalt-blue wordmark, butter-yellow background and a red circular brand symbol.
• Wordmark
  Standalone cobalt-blue typography without the red symbol, ready for packaging, signage and digital use.
• Bakery shopfront
  A London-style storefront featuring branded signage, exterior tiles, awning, graphic pattern and visible bakery interior.
• Exterior signage
  Dimensional cobalt lettering, the yellow fascia and the projecting red-dot sign with checkerboard edges.
• Interior counter
  Branded bakery interior with cobalt tiling, yellow menu board, graphic details, staff uniforms and pastry displays.
• Menu board
  Bold yellow in-store menu with clear sections, strong typography, red-dot branding and a cobalt checker detail.
• Printed menu
  A tactile folded menu featuring the branded cover, clear product categories, bold typography and checkerboard detail.
• Takeaway coffee cup
  Yellow paper cup with vertical cobalt wordmark, blue lid, red-dot symbol and checkerboard base detail.
• Pastry box
  Open branded box with bold exterior typography, yellow lid, red-dot symbol and checkerboard tissue.
• Bread bag
  White paper baguette bag with an oversized vertical wordmark, red-dot symbol and blue-yellow checkerboard base.
• Butter wrapper
  Signature yellow butter packaging with cobalt wordmark, red-dot symbol and checkerboard edge, shown wrapped and opened.
• Sandwich packaging
  Recyclable yellow paperboard sleeve with cobalt wordmark, red-dot symbol and checkerboard edge.
• Branded napkin
  Yellow recycled-paper napkin with oversized cobalt wordmark, red-dot symbol and checkerboard border.
• Food wrapping paper
  Custom greaseproof paper with a repeating wordmark, red-dot and geometric checker pattern.
• Paper takeaway bag
  Large yellow paper bag with oversized cobalt wordmark, red-dot symbol, checkerboard base and branded wrapping paper inside.
• Staff apron
  Cobalt canvas apron with yellow wordmark, red-dot badge, checker-pattern pocket and practical bakery-service details.
• Staff T-shirt
  White front uniform with a small chest logo, plus a yellow back version with oversized typography and checker detail.
• Loyalty card
  Double-sided stamp card with bold yellow branding, reward circles and the message “Buy 8. Get 1 Free.”
• Business card
  Bold yellow branded front with a clean white reverse containing the manager’s contact details.
• Social media post
  A “FRESH OUT” campaign featuring oversized typography, a close-up croissant, red circle and minimal opening-time message.
• Website homepage
  Bold desktop website featuring the “FRESH OUT” hero, online-order CTA, product favourites, brand story and bakery locations.
• Mobile website
  Responsive mobile experience showing the hero, product ordering, brand story and bakery locations across three screens.
• Outdoor advertisement
  A London bus-shelter campaign featuring the “FRESH OUT” headline, close-up croissant, red circle and strong morning-opening message.
• Graphic pattern
• Typography layout
• Full product collection image

• Butter Yellow #FFD400
• Cobalt Blue #123E9C
• Cherry Red #E31B23
• White #FFFFFF
• Ink Black #111111

Typography

Oversized condensed display typography paired with a clean supporting sans serif for menus, packaging, campaigns and digital content.

Graphic language

A flexible system combining red circles, cobalt checks and bold stripes on the signature yellow background.

The brand works at the distance it needs to. Butter yellow and cobalt make the shopfront legible from the other side of the road, and the same system runs through the menu board, the packaging and the bus shelter, so a bread bag or a coffee cup carries the brand well past the counter. Every piece a customer handles is doing the advertising.