Lard Ass Butter approached Studio Guild with a clear mission: to reposition their brand as a contemporary, premium player in the competitive Australian dairy market. Central to this repositioning was the goal of educating consumers about the versatility and creativity that flavoured butters can bring to everyday cooking. The focus wasn’t just on quality but also on redefining how people think about butter, as a playful, inspiring ingredient rather than just a kitchen staple.

Leveraging our well practised branding strategy, we looked at the landscape and saw a huge gap in the market for a unique proposition. Flavour and experimenting with cooking should be fun, so why was no brand owning that space? We created something that would cut through and make people stop in the aisle. To turn heads we needed to be bold and brave, completely going against traditional butter cues.

We discovered many butter brands were using an image of a cow in the traditional way. The colouring was often pale and soft, which created no stand out brands owning the space. The rebellious Lard Ass name demanded a bold and cheeky approach. “We’ve always been disruptive, because of our name, and now our brand and packaging reflects this. People really notice the new packaging. The packaging makes people want to buy it. It makes people smile! Something I hadn’t seen before with my old packaging. Now it really pops and the feedback from customers has been amazing, people really love it.” says Monica Cavarsan, Founder & Butter Maker.

The new brand identity now reflects Lard Ass Butter’s innovative nature. Studio Guild created a series of assets communicating the flavours and food matchings as well as highlighting the key selling points of “grass fed” and “no preservatives”. The distinctive cow hide makes an impression no matter what the application. It alone has become a visual asset that is now recognised even without their cheeky name.