I can't believe it's not butter!
In pursuit of trying to be all things to all people I Can’t Believe It’s So Good (for Everything) had lost it’s greatest assets.
In Short
In pursuit of trying to be all things to all people I Can’t Believe It’s So Good (for Everything) had lost it’s greatest assets. We set about restoring that cheerful, savvy characterful brand.
Background
I Can’t Believe Its Not Butter was launched in 1979 as a butter substitute for the food service industry before being developed into a consumer retail product in 1981. The brand originally made a virtue out of being Indistinguishable from butter. In pursuit of trying to be all things to all people I Can’t Believe It’s So Good (for Everything) had lost it’s greatest assets. Our brief was to re-evaluate this iconic brand.
Positioning
The product itself is made from plant based oils like Rapeseed and is made unashamedly with buttermilk.
Creative response
We set out to recover that cheerful, savvy characterful brand. With a reinstated brand name, we de-cluttered the pack, introducing a bright, bold, unapologetic and exuberant product livery. We expanded on the playfulness of the brand language, building a distinctive brand narrative. We celebrate the exaggeration, the hyperbole, the wit.
Scope of work
- Packaging
- Point of sale
- Key visuals
- Guidelines
- Artworks x9skus
Client - Upfield
