BrandOpus leans into Utterly Butterly’s heritage for brand refresh

Global branding agency Brand Opus worked with Saputo Dairy UK to deliver a brand refresh of its signature spread brand, Utterly Butterly. In a move to enhance its position with the competitive dairy spread category, the rebrand aims to better connect with consumers emotionally through a joy-fueled identity and packaging.

With the brand’s look and personality eroding over the last few years, the team at Utterly Butterly felt it was to time to recenter the brand and re-establish the meaning it brings to consumers, Emilie Grundy, marketing controller at Utterly Butterly, explains.

BrandOpus, identified that the spread brand lacked an emotive meaning and needed to better differentiate itself against own-brand. The rebrand sets out to create a more ownable identity by introducing a quirky symbol: a daredevil aerial acrobatic flexing on a plane.

Leaning into the brand’s playful nature, the new logo pays homage to the brand’ aerobatic heritage, as Utterly Butterly were a key sponsor for the AeroSuperBatics Wingwalkers, the world’s only aerobatic formation wing walking team.

“Our mission was to draw out the brand’s memorable quirks and deliciously unserious personality to reinvigorate the family favourite. The introduction of the aerobatics visual helped us do both things at once; bringing more meaning into the brand and giving it a new distinctive symbol,” says Ellen Munro, creative director at BrandOpus.

By uniting the spread brand with family spectacles, the symbol seeks to suggest associations of fun, escapism and lightheartedness. A flight path graphic accompanies the brand’s logo, linking up to create the banner of the plane, another nod to the brand’s heritage. The soft colour palette has been preserved and lightened to feel more in line with the modernised identity.

“We’ve always been an irreverently playful brand- one that doesn’t take itself too seriously, and that was something we really wanted to own on shelf. Not only does the refreshed identity seamlessly capture our personality, but it also evokes nostalgic memories of years gone by for many of our loyal shoppers who have loved the taste of our spread for decades,” says Grundy.