Alex Butenko

Alex Butenko

Anathoth Farm
Branding, Packaging
Creative Direction & Design

︎ Client: Anathoth Farm
︎ Agency: Unified Brands
︎ Client Service & Strategy: Mike Robertson, Zelda Senekal, Ben Percival, Paige Flemming
︎ Creative Team: Chris Redditt, Rebecca Sampson, Chiara Ronchi, Alisha Kay
︎ Illustration: Daron Parton
︎ Case Study Photography: Shadowlands, Kayla Jurlina

Anathoth might be difficult to pronounce (arn-a-tot) but the brand keeps things simple - producing great jams, chutneys and relishes that people love. The brand team came to Unified Brands as they wanted a meaningful refresh that would allow the brand to be more future focused.

As a Creative Director, my goal was to ensure that we create a new brand identity and packaging that feels modern yet naturally delicious, to not only attract new younger demographic, but also not alienate current consumers.

To do so, we put our focus into the simple story of capturing goodness. The beautiful and dramatic South Island, the best fruits and ingredients, the heart and soul that goes into each and every product - all captured in the little tubs that are bursting out with great taste. To further emphasise the beauty of plant-based ingredients, we developed a woodblock illustration style that captured the perfectly imperfect real fruit and veggies through texture, shape and form.