Some brands are choosing a different path. Instead of just selling a product, they are building entire worlds. Consequently, this approach creates valuable intellectual property that fosters deep customer connection and loyalty. A prime example of this ambitious strategy is the Universal Favourite Butter Baby project. The Sydney-based design studio transformed a simple dessert concept into a multi-platform narrative universe, complete with its own hero, lore, and language. This isn’t just branding; it is the creation of a modern fable.
This article explores how Universal Favourite meticulously crafted a rich, immersive world for Butter Baby, Earth’s first “Butterlandian” dessert brand. We will look at the strategic decisions behind the character design, the visual and verbal identity, and the immersive retail experience that brings the story to life. Ultimately, it’s a case study in how narrative can become the most powerful asset a brand possesses.
From a Simple Story to a Sci-Fi Saga
At the heart of any memorable brand is a compelling story. Universal Favourite understood this fundamental principle, taking an initial concept and expanding it into a rich, detailed saga.
Who is Butter Baby?
The story begins with an adorable butter alien, a brave explorer from the planet Butterlandia. Tasked with saving his home, Butter Baby travels through space, eventually crash-landing on Earth. Here, he discovers rich, abundant butter and friendly “humblabubs,” which is his term for humans. Captivated by his discovery, he decides to stay, sharing his traditional Butterlandian treats from his store in Blok M, Jakarta.
Universal Favourite designed the character to be “irresistibly cute yet unmistakably his own.” With a signature butter whip on his head, starburnt cheeks, and an expressive face, Butter Baby is more than a logo; he is a character designed for emotional connection. This is a crucial first step in building a successful brand mascot that can represent the brand’s core values and personality.
The Power of Lore in Branding
What elevates the Universal Favourite Butter Baby project is its deep investment in lore. The studio did not just stop at a backstory. In fact, they developed a unique Butterlandian language, where residents shout “hebbo!” to their friends, or “chumbalums.” This narrative depth provides an “endless pantry of stories,” meaning the brand is never confined to a single look or message. One day it’s about “Out of this World Desserts,” the next it’s a scene of Jakarta’s humblabubs embracing Butterlandian culture.
This commitment to world-building is a powerful strategic move. It transforms the brand into a living entity, capable of evolving and engaging its audience across multiple platforms, from digital content to merchandise and collaborations.
Designing a Universe: The Visual and Verbal Identity
To make Butterlandia feel real, every element of the brand’s identity had to be cohesive and thoughtfully designed. Universal Favourite orchestrated a symphony of visuals, words, and textures to build a truly immersive experience.
A “Familiar but Fantastic” Visual Language
The illustration style strikes a balance between simplified forms and recognizable, Earthly characteristics. The 3D world-building is intentionally pared back, yet enriched with details that add depth. This “familiar but fantastic” approach extends to the color palette. A hero yellow captures Butter Baby’s warmth and energy. Furthermore, this is paired with a vibrant blue for brightness, a grounding space grey, and a soft milk tone. To enhance the cosmic theme, silver foil is used wherever possible, adding a premium, intergalactic feel.
Typography That Speaks Volumes
The brand’s hero typeface is Ozik, a playful display font with soft, rounded forms that echo Butter Baby’s character. It feels expressive without being childish. To balance this, the highly legible and functional typeface Sohne is used for support. This careful pairing ensures that the brand’s personality shines through while maintaining clarity and professionalism across all applications.
Finding a Voice with Daniel St. Vincent
Universal Favourite collaborated with copywriter Daniel St. Vincent to establish a tone of voice that is both playful and wondrous. The brand’s language consistently finds joy in the smallest details. This voice builds the Butter Baby universe piece by piece, whether it’s explaining the origin of an ingredient or revealing a quirky character trait. This consistent and authentic storytelling reinforces the brand’s identity and helps build a stronger emotional connection with the audience.
Stepping into Butterlandia: The Immersive Experience
A brand world is only truly successful if its audience can experience it. The collaboration extended to physical and tangible elements, turning the simple act of buying a dessert into a memorable event.
The Store as a Portal, Designed by Crosby Studios
The Butter Baby flagship store in Jakarta, designed by Crosby Studios, is conceived as a portal to Butterlandia. It’s an immersive retail experience designed to transport customers. The design features arched doorways inspired by butter palaces, a floating cookie carousel, and even a mock living room where Butter Baby supposedly naps. This approach transforms the store from a point of sale into a destination, encouraging customers to engage with the brand on a deeper level.
Delight in the Details: Packaging as Storytelling
The storytelling continues through the packaging. Handles are shaped like butter whips, and Butter Baby hides inside the box, waiting to say “hebbo!” when opened. The desserts themselves carry their own narratives. For instance, cold brew comes from the shimmering lakes of “Coffee World,” while sugar is mined fresh from the “Great Sugar Cluster.” Every detail, from design to flavor, works in concert to bring the Butterlandian universe to life.
My Perspective: Why the Universal Favourite Butter Baby Project Matters
The Universal Favourite Butter Baby project is more than just a successful branding exercise; it is a blueprint for the future of brand creation. In an era where consumers crave authenticity and connection, building a narrative universe offers a way to cut through the noise.
This project demonstrates a profound understanding of how to create valuable intellectual property. Butter Baby is not just a mascot for a dessert shop; he is a character positioned for global franchising, merchandise lines, artist collaborations, and digital content. Therefore, the brand is built to be flexible and scalable, capable of living across multiple platforms and engaging with audiences in new and exciting ways.
How can other brands learn from this approach? It begins with recognizing that a brand can be more than its product. By investing in storytelling and world-building, businesses can create something with lasting cultural resonance. What does this signal for the future of branding? It suggests a move away from transactional relationships and toward creating communities built around shared stories and experiences. Butter Baby’s journey from Butterlandia to Earth is just the beginning; the real adventure is seeing how far a story-driven brand can go.
All images © Universal Favourite. Don’t hesitate to find other inspiring Branding and Graphic Design projects here at WE AND THE COLOR.
Subscribe to our newsletter!
