https://alexbutenko.com Alex Butenko Mon, 05 Jun 2023 08:44:31 +0000 https://alexbutenko.com en https://alexbutenko.com/Header Tue, 06 Sep 2022 08:23:46 +0000 Alex Butenko https://alexbutenko.com/Header <img width="842" height="596" width_o="842" height_o="596" data-src="https://freight.cargo.site/t/original/i/40b189710769a84e0cd43040bfbe7524a2ba453efba1d1e4c9d1558db56f2ef7/Alex-Butenko-Logo-Animated.gif" data-mid="152431681" border="0" data-scale="86" src="https://freight.cargo.site/w/842/i/40b189710769a84e0cd43040bfbe7524a2ba453efba1d1e4c9d1558db56f2ef7/Alex-Butenko-Logo-Animated.gif" /> ︎I’m a Latvian-born Amsterdam-based independent graphic designer and illustrator. Over the last twelve years I have worked for a number of brand design agencies in London, Auckland, Melbourne and Singapore. You can scroll down through some of the examples of my work here and get in touch for any enquiries.For my illustration work, please go to sashabutenko.com https://alexbutenko.com/Nourish Mon, 05 Jun 2023 08:44:31 +0000 Alex Butenko https://alexbutenko.com/Nourish Nourish Branding, Packaging Creative Direction, Design &amp; Lettering <img width="2500" height="1768" width_o="2500" height_o="1768" data-src="https://freight.cargo.site/t/original/i/a83d5a0e3942c9b19ba8f7502b0d77dcc14ae35a384873670aa40a41a6e0284e/Unified-Nourish-1.jpg" data-mid="181004565" border="0" src="https://freight.cargo.site/w/1000/i/a83d5a0e3942c9b19ba8f7502b0d77dcc14ae35a384873670aa40a41a6e0284e/Unified-Nourish-1.jpg" /> <img width="2500" height="1768" width_o="2500" height_o="1768" data-src="https://freight.cargo.site/t/original/i/ed5cb24b2ee1e6ffc2bb243d26f8eaad1b3d8706d69973af378f3ea957ab3fe9/Unified-Nourish-2.jpg" data-mid="181004566" border="0" src="https://freight.cargo.site/w/1000/i/ed5cb24b2ee1e6ffc2bb243d26f8eaad1b3d8706d69973af378f3ea957ab3fe9/Unified-Nourish-2.jpg" /> <img width="2500" height="1768" width_o="2500" height_o="1768" data-src="https://freight.cargo.site/t/original/i/89899aa546d5d9ab0f2f343e0bd15d8fb7c2a9aec7bc6618a183827b0b4b083c/Unified-Nourish-3.jpg" data-mid="181004567" border="0" src="https://freight.cargo.site/w/1000/i/89899aa546d5d9ab0f2f343e0bd15d8fb7c2a9aec7bc6618a183827b0b4b083c/Unified-Nourish-3.jpg" /> <img width="2500" height="1768" width_o="2500" height_o="1768" data-src="https://freight.cargo.site/t/original/i/2f40d7f975d53a40bd3d3d7b2869a967ada43f33df25f9cffe9f5f1c95923efd/Unified-Nourish-4.jpg" data-mid="181004568" border="0" src="https://freight.cargo.site/w/1000/i/2f40d7f975d53a40bd3d3d7b2869a967ada43f33df25f9cffe9f5f1c95923efd/Unified-Nourish-4.jpg" /> <img width="2500" height="1768" width_o="2500" height_o="1768" data-src="https://freight.cargo.site/t/original/i/889e3bb64c1c56d7a6f556790dc9ed5e620dedc6c6ee7434b683f0933de22100/Unified-Nourish-5.jpg" data-mid="181004569" border="0" src="https://freight.cargo.site/w/1000/i/889e3bb64c1c56d7a6f556790dc9ed5e620dedc6c6ee7434b683f0933de22100/Unified-Nourish-5.jpg" /> <img width="2500" height="1768" width_o="2500" height_o="1768" data-src="https://freight.cargo.site/t/original/i/7e3b95a82cabf403bfeb6c15b53ed597e30b2e681470cd66b9ec8809a37aa31d/Unified-Nourish-6.jpg" data-mid="181004570" border="0" src="https://freight.cargo.site/w/1000/i/7e3b95a82cabf403bfeb6c15b53ed597e30b2e681470cd66b9ec8809a37aa31d/Unified-Nourish-6.jpg" /> <img width="2500" height="1768" width_o="2500" height_o="1768" data-src="https://freight.cargo.site/t/original/i/c95c878ccdbcbb32c0d6cf75484a4ccad413797964d0aaf4e0b03c91b7dc7322/Unified-Nourish-7.jpg" data-mid="181004571" border="0" src="https://freight.cargo.site/w/1000/i/c95c878ccdbcbb32c0d6cf75484a4ccad413797964d0aaf4e0b03c91b7dc7322/Unified-Nourish-7.jpg" /> <img width="2500" height="1768" width_o="2500" height_o="1768" data-src="https://freight.cargo.site/t/original/i/c3554a73efd2550dc134fc5c8c9f98056baee10c58e6ac96f2607fd2d0967df3/Unified-Nourish-8.jpg" data-mid="181004572" border="0" src="https://freight.cargo.site/w/1000/i/c3554a73efd2550dc134fc5c8c9f98056baee10c58e6ac96f2607fd2d0967df3/Unified-Nourish-8.jpg" /> <img width="2500" height="1768" width_o="2500" height_o="1768" data-src="https://freight.cargo.site/t/original/i/af21df774ac1cf33f0799d77607f14853752828b8a24b0e84e52f343deaeff89/Unified-Nourish-9.jpg" data-mid="181004573" border="0" src="https://freight.cargo.site/w/1000/i/af21df774ac1cf33f0799d77607f14853752828b8a24b0e84e52f343deaeff89/Unified-Nourish-9.jpg" /> ︎ Client: Earthwise ︎ Agency: Unified Brands ︎ Client Service &amp; Strategy: Mike Robertson, Nicole McClure, Zelda Senekal ︎ Design Director: Melissa Doria, Ann Davenport ︎ Creative Artworker: Emma Lawrence ︎ Final Art: Will Wright ︎ Illustration: Ann Davenport ︎ Case Study Photography: Melissa Doria Yuki Sato In a category experiencing growth, Earthwise was seeing a double-digit decline in Nourish, its natural personal care offering. Together with the Unified team, we wanted to lean into the naturalness of Nourish’s formulations and celebrate the beauty of nature without taking the more obvious and often photographic style of actual ingredients, seen across most mainstream brands. Using abstract, organic shapes to reflect ingredients and scents, we were able to achieve a clean and sophisticated design that still felt gentle. These illustrated shapes, crafted beautifully by our Deisgn Director Ann Davenport, created a strong navigation system across the range, which had previously been lacking. The wordmark has been has been completely redrawn to feel less clinical, as well as bring closer alignment to Earthwise. &nbsp; https://alexbutenko.com/Golden-Sun Tue, 06 Sep 2022 08:23:47 +0000 Alex Butenko https://alexbutenko.com/Golden-Sun Golden Sun Branding, Packaging Creative Direction &amp; Design <img width="2500" height="1867" width_o="2500" height_o="1867" data-src="https://freight.cargo.site/t/original/i/13f30915698db9dcdbbfd6fd5e50179529bc084ff57105c0c0351d2aae95688c/Unified-Golden-Sun-1-Group-Shot.jpg" data-mid="152196322" border="0" src="https://freight.cargo.site/w/1000/i/13f30915698db9dcdbbfd6fd5e50179529bc084ff57105c0c0351d2aae95688c/Unified-Golden-Sun-1-Group-Shot.jpg" /> <img width="2500" height="1867" width_o="2500" height_o="1867" data-src="https://freight.cargo.site/t/original/i/2f1de64325d9bb719bb328b655c001c2c1195c743befc64e40e5dc74e26cdbc8/Unified-Golden-Sun-7-Before-After-Shot..jpg" data-mid="152196332" border="0" src="https://freight.cargo.site/w/1000/i/2f1de64325d9bb719bb328b655c001c2c1195c743befc64e40e5dc74e26cdbc8/Unified-Golden-Sun-7-Before-After-Shot..jpg" /> <img width="2500" height="1867" width_o="2500" height_o="1867" data-src="https://freight.cargo.site/t/original/i/c772cd08944e3e1f8d3786fada6db7c5bff2ee3caab2e42129aacb8231f64f10/Unified-Golden-Sun-5-Cocktail-Shot..jpg" data-mid="152196326" border="0" src="https://freight.cargo.site/w/1000/i/c772cd08944e3e1f8d3786fada6db7c5bff2ee3caab2e42129aacb8231f64f10/Unified-Golden-Sun-5-Cocktail-Shot..jpg" /> <img width="2500" height="1867" width_o="2500" height_o="1867" data-src="https://freight.cargo.site/t/original/i/4d3b88ec1557f7adca6a1ec3948af5dd66dd40982ccb3627bfc0f250f78d4296/Unified-Golden-Sun-2-Pad-Thai-Shot.jpg" data-mid="152196323" border="0" src="https://freight.cargo.site/w/1000/i/4d3b88ec1557f7adca6a1ec3948af5dd66dd40982ccb3627bfc0f250f78d4296/Unified-Golden-Sun-2-Pad-Thai-Shot.jpg" /> <img width="2500" height="1867" width_o="2500" height_o="1867" data-src="https://freight.cargo.site/t/original/i/3f76e2029792a45390d9b8d550b68afbf5646ce4182e7d47ac401b46fd1b2a20/Unified-Golden-Sun-4-Mixed-Group-Shot.jpg" data-mid="152196325" border="0" src="https://freight.cargo.site/w/1000/i/3f76e2029792a45390d9b8d550b68afbf5646ce4182e7d47ac401b46fd1b2a20/Unified-Golden-Sun-4-Mixed-Group-Shot.jpg" /> <img width="2500" height="1867" width_o="2500" height_o="1867" data-src="https://freight.cargo.site/t/original/i/bb408d847669a8be762cb9db9aa6e9865636f810e0a848d10e4939fd314d34f9/Unified-Golden-Sun-3-Jar-Group-Shot..jpg" data-mid="152196324" border="0" src="https://freight.cargo.site/w/1000/i/bb408d847669a8be762cb9db9aa6e9865636f810e0a848d10e4939fd314d34f9/Unified-Golden-Sun-3-Jar-Group-Shot..jpg" /> ︎ Client: Acton ︎ Agency: Unified Brands ︎ Client Service &amp; Strategy: Mike Robertson, Zelda Senekal, Nicole McClure, Paige Flemming ︎ Creative Team: Alisha Kay, Chiara Ronchi, Jamie Turnbull, Emma Lawrence ︎ Case Study Photography: Alisha Kay, Ann Davenport, Yuki Sato Golden Sun is a brand that was born from a desire for travel and more adventurous eating in a time when meat and three boiled vegetables was the order of the day. The original founder, Ray Thomas, searched the world for the new and exciting. He became one of the first to introduce soy sauce to the New Zealand palate, which Kiwis are eternally grateful for. The brand was in decline and was fragmented across a sea of categories. Now run by the second generation, the family wanted to invigorate the brand for a bright future. Unified Brands team delved into the brand's history to create a platform that celebrated the founder's passion for travel and adventure. This was married with the second generation passion for sustainability and modern global cooking trends. The proposition 'Global Cuisine with Integrity' was born. My job as a Creative Director was to bring this proposition to life and oversee its development to the very final stages of the project. The new logo captured the idea of nurturing communities while retaining the sun that sat in the name. Simplified colour palette created an opportunity to really own the golden yellow sunshine colour and make a bolder statement both on and off shelf. We moved the brand away from the stereotypical and dated 'Asian' design cues, which allowed the brand to talk to their wider global portfolio and expand into exciting new products. The result was a shift to a more contemporary look and feel in the category that’s filled with traditional provenance. https://alexbutenko.com/Wattie-s Tue, 06 Sep 2022 09:45:26 +0000 Alex Butenko https://alexbutenko.com/Wattie-s Wattie’s Branding, Packaging Creative Direction &amp; Design <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/7f940bc44035f141e8cd9bad06750c991025d731b57c8bfff72dcce7c953dcaa/01---Wattie-s-Logo.jpg" data-mid="152197091" border="0" src="https://freight.cargo.site/w/1000/i/7f940bc44035f141e8cd9bad06750c991025d731b57c8bfff72dcce7c953dcaa/01---Wattie-s-Logo.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/9e1d0393829755ba0e8efd14c41f430c8fe14e4174b57d0ba82d7feb33c69238/04---Wattie-s-Tomato-Sauce-Family.jpg" data-mid="152197094" border="0" src="https://freight.cargo.site/w/1000/i/9e1d0393829755ba0e8efd14c41f430c8fe14e4174b57d0ba82d7feb33c69238/04---Wattie-s-Tomato-Sauce-Family.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/7d43e3051a6e12d90e8bc2e8b0ec7482e373e9a1d5045832c0bd2d5a02ac8a01/07---Wattie-s-Fish-n-Chips.jpg" data-mid="152197129" border="0" src="https://freight.cargo.site/w/1000/i/7d43e3051a6e12d90e8bc2e8b0ec7482e373e9a1d5045832c0bd2d5a02ac8a01/07---Wattie-s-Fish-n-Chips.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/acce2b4ff061fb63aa230162cab9f79bfcd074bc969aae95f5206d2f78daa68d/06---Wattie-s-Tomato-Medley.jpg" data-mid="152197117" border="0" src="https://freight.cargo.site/w/1000/i/acce2b4ff061fb63aa230162cab9f79bfcd074bc969aae95f5206d2f78daa68d/06---Wattie-s-Tomato-Medley.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/95c96b079beb42bd093c77b4fb098a4a49378d6e484e14ff688437bdaaa5f258/02---Wattie-s-Process.jpg" data-mid="152197092" border="0" src="https://freight.cargo.site/w/1000/i/95c96b079beb42bd093c77b4fb098a4a49378d6e484e14ff688437bdaaa5f258/02---Wattie-s-Process.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/5bd105684553f75f088dc0698154e624278177ec7327ff70dc4847a558daf7d1/03---Wattie-s-Logo-Evolution.jpg" data-mid="152197093" border="0" src="https://freight.cargo.site/w/1000/i/5bd105684553f75f088dc0698154e624278177ec7327ff70dc4847a558daf7d1/03---Wattie-s-Logo-Evolution.jpg" /> ︎ Client: Kraft Heinz ︎ Agency: Unified Brands ︎ Client Service &amp; Strategy: Mike Robertson, Zelda Senekal ︎ Creative Team: Chiara Ronchi, Chris Redditt, Emma Lawrence ︎ Case Study Photography: Shadowlands, Kayla Jurlina For 80 years Wattie’s had been bringing generations of Kiwis together to share and enjoy great food, however while the brand had always been held dearly by New Zealanders, it was starting to lose its relevance, hence Wattie’s came to Unified Brands for a big scale rebrand.As the first project that I led as a Creative Director at Unified Brands, taking on such an iconic Kiwi band was a huge task that was both scary and extremely exciting. It was no secret that Wattie’s had always been a family brand, but over time the entrepreneurial spirit of its founder, Sir James Watties, had been overlooked. To reinvigorate the brand, we set to treat Wattie’s as the dynamic, adventurous entrepreneur that Sir James had been. We injected the life back into the wordmark by playing on the quirky personality of typographic accents that are so iconically Wattie’s, weaving a more natural flow and craft into it along the way. I like to describe it as finding the perfect meeting point between heritage and modernity – comfortable but intriguing! Controversially, we have even turned the brand on its head, quite literally, introducing a vertical logo in Wattie’s portfolio - simple, bold and proud, almost as if signed by Sir J. Wattie’s himself. Wattie’s Tomato Sauce, one of the most iconic New Zealand family pantry staples, was the first range we redesigned. Our new unapologetically big and bold wordmark swept through the entire pack, creating a base for dramatic overhead shots of delicious tomatoes.&nbsp; With the launch of Tomato Sauce range and reveal of the brand’s new look, we paved the way for to reinvigorate their entire brand visual language. https://alexbutenko.com/New-Shoots Tue, 06 Sep 2022 10:19:44 +0000 Alex Butenko https://alexbutenko.com/New-Shoots New Shoots Branding Creative Direction &amp; Design <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/980a60f03cbbf7a5cb9711fd405d901eec5bdbe9563a49fb194cfc2da3f51bae/New-Shoots-Best-Awards-02.jpg" data-mid="152198926" border="0" src="https://freight.cargo.site/w/1000/i/980a60f03cbbf7a5cb9711fd405d901eec5bdbe9563a49fb194cfc2da3f51bae/New-Shoots-Best-Awards-02.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/7d1d8a088b0602752881dff684fe30a1a39b7028d7ef324eb526b8e1d188fb6e/New-Shoots-Best-Awards-12.jpg" data-mid="152198936" border="0" src="https://freight.cargo.site/w/1000/i/7d1d8a088b0602752881dff684fe30a1a39b7028d7ef324eb526b8e1d188fb6e/New-Shoots-Best-Awards-12.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/31040004015f0c3eda3a4ea863e5ddfedf44e4e9ebc312f57d34af6c3c0fb168/New-Shoots-Best-Awards-03.jpg" data-mid="152198927" border="0" src="https://freight.cargo.site/w/1000/i/31040004015f0c3eda3a4ea863e5ddfedf44e4e9ebc312f57d34af6c3c0fb168/New-Shoots-Best-Awards-03.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/4fff706e0a1da971477c6f5864cba94f5d11e65b9d05fc7ad517d7d0041a7219/New-Shoots-Best-Awards-06.jpg" data-mid="152198930" border="0" src="https://freight.cargo.site/w/1000/i/4fff706e0a1da971477c6f5864cba94f5d11e65b9d05fc7ad517d7d0041a7219/New-Shoots-Best-Awards-06.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/f47b20d272d0b3e190c5efad3cd85e899f541d1b55d00f385b7b7563379039fa/New-Shoots-Best-Awards-09.jpg" data-mid="152198933" border="0" src="https://freight.cargo.site/w/1000/i/f47b20d272d0b3e190c5efad3cd85e899f541d1b55d00f385b7b7563379039fa/New-Shoots-Best-Awards-09.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/48e45dfec758559cc54a6f50993693d4db63dfe88e37d1b2694c0690e99c66d5/New-Shoots-Best-Awards-08.jpg" data-mid="152198932" border="0" src="https://freight.cargo.site/w/1000/i/48e45dfec758559cc54a6f50993693d4db63dfe88e37d1b2694c0690e99c66d5/New-Shoots-Best-Awards-08.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/db396fbd2f7a3ae87b1f931b51a14c95c5618d8717dc6aa5bba8b3160db510a1/New-Shoots-Best-Awards-07.jpg" data-mid="152198931" border="0" src="https://freight.cargo.site/w/1000/i/db396fbd2f7a3ae87b1f931b51a14c95c5618d8717dc6aa5bba8b3160db510a1/New-Shoots-Best-Awards-07.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/73bc05ae189537f95fe411d2f844949f39146e0e45c07f94045f92be5f77e834/New-Shoots-Best-Awards-05.jpg" data-mid="152198929" border="0" src="https://freight.cargo.site/w/1000/i/73bc05ae189537f95fe411d2f844949f39146e0e45c07f94045f92be5f77e834/New-Shoots-Best-Awards-05.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/7314e8ea1cb0d87b11c09f74b6256aa2fca68781810c02666387a99015ff496f/New-Shoots-Best-Awards-04.jpg" data-mid="152198928" border="0" src="https://freight.cargo.site/w/1000/i/7314e8ea1cb0d87b11c09f74b6256aa2fca68781810c02666387a99015ff496f/New-Shoots-Best-Awards-04.jpg" /> <img width="1528" height="1080" width_o="1528" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ad27e64c8ed5ea9956cc8cb2fd61069762af4dea48ec531a45246629728b8f0e/New-Shoots-Case-Study-AB-v3-01.gif" data-mid="152198984" border="0" src="https://freight.cargo.site/w/1000/i/ad27e64c8ed5ea9956cc8cb2fd61069762af4dea48ec531a45246629728b8f0e/New-Shoots-Case-Study-AB-v3-01.gif" /> <img width="1526" height="1080" width_o="1526" height_o="1080" data-src="https://freight.cargo.site/t/original/i/839305aebc8f7fb2d5a93e703bd7a2dde120bcbd22265a8bec878bed469e3bc0/New-Shoots-Case-Study-AB-v3-10.gif" data-mid="152198985" border="0" src="https://freight.cargo.site/w/1000/i/839305aebc8f7fb2d5a93e703bd7a2dde120bcbd22265a8bec878bed469e3bc0/New-Shoots-Case-Study-AB-v3-10.gif" /> ︎ Client: New Shoots ︎ Agency: Unified Brands ︎ Client Service &amp; Strategy: Mike Robertson, Nicole McClure ︎ Design Direction: Melissa Doria ︎ Creative Team: Melissa Doria, Emma Lawrence, Alisha Kay, Ann Davenport, Chiara Ronchi, Sonja Fritz New Shoots is a New Zealand nationwide early childcare community with purpose-built and designed centres. While their architecturally award-winning centres were getting recognised as best in class, the brand’s identity felt dated and no longer reflected their physical enviroments, or their vision for the future. Our team at Unified Brands were approached to develop a new brand platform and refresh visual identity for the brand. The proposition 'Naturally Inspired to Thrive' was developed - speaking directly to the benefit of being part of an exciting and modern environment, while tapping into what families want for their child's development. From here onwards, I have led our creative team to sketch and explore how to bring this proposition to life in a simple, inspiring and unique way. We’ve gone through dozens and dozens of sketches until we arrived at our aha moment, and at that point, we knew we have unlocked something special.Our newly refreshed logo uses a modern, clean sans serif wordmark – crafted to feel both inspiring and approachable. Part of the new logo is an icon that resembles plants rising up from the ground. This icon, or as we call it - ‘Thriving Shoots’, represent the children and people that make up the New Shoots community, growing together side by side; nurtured, supported and inspired to naturally thrive. The logo was complimented with a colour palette drawn from nature, together with a stylised geometric aesthetic flowing harmoniously throughout all iconography and illustrated assets. The result is a warm and engaging new identity, which truly reflects New Shoots brand values. It’s a change which has been embraced by the business and its community, and has been rolled out nationally across the centres. https://alexbutenko.com/Kapiti Tue, 06 Sep 2022 11:21:55 +0000 Alex Butenko https://alexbutenko.com/Kapiti Kāpiti Branding, Packaging Creative Direction &amp; Design <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/eb80cc50395ab967cabf28756e33816c4a36c2455db3d8ba0a3bda8d30d41465/01---Kapiti-Awa-Tangy-Blue.jpg" data-mid="152202480" border="0" src="https://freight.cargo.site/w/1000/i/eb80cc50395ab967cabf28756e33816c4a36c2455db3d8ba0a3bda8d30d41465/01---Kapiti-Awa-Tangy-Blue.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/7c813ae00c06f328b339e2d0bbfab7f18426452e2c0e3e705b692eee466f9467/02---Kapiti-Pakari-Smoked-Cheddar.jpg" data-mid="152202481" border="0" src="https://freight.cargo.site/w/1000/i/7c813ae00c06f328b339e2d0bbfab7f18426452e2c0e3e705b692eee466f9467/02---Kapiti-Pakari-Smoked-Cheddar.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/beed319a6c0582899d576cd8f6c692d60fd245decfa40af0763358fb6b83ce9d/05---Kapiti-Kahikatea-Camembert.jpg" data-mid="152202484" border="0" src="https://freight.cargo.site/w/1000/i/beed319a6c0582899d576cd8f6c692d60fd245decfa40af0763358fb6b83ce9d/05---Kapiti-Kahikatea-Camembert.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/d4aea5dd1ccc9c8b14870fa7372b2cf1f53a3de74ce4acb3f092a5c614645803/04---Kapiti-Kikorangi-Triple-Cream-Blue.jpg" data-mid="152202483" border="0" src="https://freight.cargo.site/w/1000/i/d4aea5dd1ccc9c8b14870fa7372b2cf1f53a3de74ce4acb3f092a5c614645803/04---Kapiti-Kikorangi-Triple-Cream-Blue.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/850126a2f01fc10c8d60503f2b97d8ed40df7cb36c0c73383a62a6cac193e221/06---Kapiti-Range.jpg" data-mid="152202485" border="0" src="https://freight.cargo.site/w/1000/i/850126a2f01fc10c8d60503f2b97d8ed40df7cb36c0c73383a62a6cac193e221/06---Kapiti-Range.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/9809401a27c0a31ca2783a37716f655bb41fc8d00c4d1c9f0205d43dc2623ea6/08---Kapiti-Custom-Lettering-2.jpg" data-mid="152202487" border="0" src="https://freight.cargo.site/w/1000/i/9809401a27c0a31ca2783a37716f655bb41fc8d00c4d1c9f0205d43dc2623ea6/08---Kapiti-Custom-Lettering-2.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/6abd2ebbacab7e3eb67853a88a5e6b0133c8296aff92a2a17739e257159d953d/07---Kapiti-Custom-Lettering.jpg" data-mid="152202486" border="0" src="https://freight.cargo.site/w/1000/i/6abd2ebbacab7e3eb67853a88a5e6b0133c8296aff92a2a17739e257159d953d/07---Kapiti-Custom-Lettering.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/2d4c368c5639c839c6f28444d821adc3be1979c593385a3d9f1c3736c3bc37d9/03---Kapiti-Patterns.jpg" data-mid="152202482" border="0" src="https://freight.cargo.site/w/1000/i/2d4c368c5639c839c6f28444d821adc3be1979c593385a3d9f1c3736c3bc37d9/03---Kapiti-Patterns.jpg" /> <img width="2482" height="1755" width_o="2482" height_o="1755" data-src="https://freight.cargo.site/t/original/i/032bb5518b312c48e73f627d4a18364af14a7b0e698e45236ad0a72b24dab9d7/09---Kapiti-Process.jpg" data-mid="152202488" border="0" src="https://freight.cargo.site/w/1000/i/032bb5518b312c48e73f627d4a18364af14a7b0e698e45236ad0a72b24dab9d7/09---Kapiti-Process.jpg" /> ︎ Client: Fonterra ︎ Agency: Unified Brands ︎ Client Service &amp; Strategy: Mike Robertson, Ben Percival, Zelda Senekal ︎ Creative Team: Rebecca Sampson, Emma Lawrence ︎ Case Study Photography: Ann Davenport, Yuki Sato Kāpiti, a brand that sets the bar for cheese – proudly holding the title for New Zealand’s most awarded cheese company. With such a distinguished pedigree, our team set out crafting a new look for the brand that would live up to it.&nbsp; Transforming the entire range to take on a dramatic black backdrop felt like a bold but necessary move. Kāpiti isn’t shy of big, bold flavours, and its packaging needed to follow with the same confidence. Creatively-directing the project while also working on the actual designs, I encouraged our team to draw inspiration from Kāpiti Island. With its rugged landscape and wilderness, the island became our dramatic muse. Hand-illustrated patterns tell the story of the coast and terrain, symbolising the taste profiles of each of the cheeses, and a bold crop of the island’s silhouette creates a distinctly ownable shape for the brand. Typographically, we saw an opportunity to speak to the brand’s rich story of New Zealand excellence; through new pronounced letter spacing and angular motifs, all building on the beauty of the brand’s Te Reo naming of its cheese. https://alexbutenko.com/NOM Wed, 07 Sep 2022 11:41:01 +0000 Alex Butenko https://alexbutenko.com/NOM NOM Branding, Packaging Creative Direction &amp; Design <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/264aae1ff323345bd24c2520b18506414de0fcf49f0f31570422dd037cf2d255/NOM-Case-Study-Website-final-02_ani.jpg" data-mid="152300164" border="0" src="https://freight.cargo.site/w/1000/i/264aae1ff323345bd24c2520b18506414de0fcf49f0f31570422dd037cf2d255/NOM-Case-Study-Website-final-02_ani.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/bbdbbc523a0c3cba7fe3929c30289ad00cdc44da00133b51553e1fb85b2b5851/NOM-Case-Study-Website-final-05.jpg" data-mid="152300167" border="0" src="https://freight.cargo.site/w/1000/i/bbdbbc523a0c3cba7fe3929c30289ad00cdc44da00133b51553e1fb85b2b5851/NOM-Case-Study-Website-final-05.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/d5506efee8f31107aa86d033ceb0ddc83033486916fcd8bf11e737279a2460e9/NOM-Case-Study-Website-final-03.jpg" data-mid="152300165" border="0" src="https://freight.cargo.site/w/1000/i/d5506efee8f31107aa86d033ceb0ddc83033486916fcd8bf11e737279a2460e9/NOM-Case-Study-Website-final-03.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/ed399b1e3d408ff1fc968dafa19b4138474d5ab2cfb49b168b559b08d06d9912/NOM-Case-Study-Website-final-01.jpg" data-mid="152300163" border="0" src="https://freight.cargo.site/w/1000/i/ed399b1e3d408ff1fc968dafa19b4138474d5ab2cfb49b168b559b08d06d9912/NOM-Case-Study-Website-final-01.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/44638e2e0d5da563b88b5f75f55744747411fa6e3e318a7f673915e415968cb3/NOM-Case-Study-Website-final-09_ani.jpg" data-mid="152300171" border="0" src="https://freight.cargo.site/w/1000/i/44638e2e0d5da563b88b5f75f55744747411fa6e3e318a7f673915e415968cb3/NOM-Case-Study-Website-final-09_ani.jpg" /> <img width="1240" height="872" width_o="1240" height_o="872" data-src="https://freight.cargo.site/t/original/i/bb1d836c1a081dd25f03b1367b90c03066283b923ca9268ba6279cef45340f7b/ezgif-1-a3ae3c059d.gif" data-mid="152300805" border="0" src="https://freight.cargo.site/w/1000/i/bb1d836c1a081dd25f03b1367b90c03066283b923ca9268ba6279cef45340f7b/ezgif-1-a3ae3c059d.gif" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/8c6b3145b25397aa4a9b1a05a30bb2ba9463c6fd3a9295a35238f027613c4f85/NOM-Case-Study-Website-final-08.jpg" data-mid="152300170" border="0" src="https://freight.cargo.site/w/1000/i/8c6b3145b25397aa4a9b1a05a30bb2ba9463c6fd3a9295a35238f027613c4f85/NOM-Case-Study-Website-final-08.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/815763a70e8b8e5ac00201bce1212ab7b677dee449738a2a71b0eb75b4d54777/NOM-Case-Study-Website-final-10.jpg" data-mid="152300172" border="0" src="https://freight.cargo.site/w/1000/i/815763a70e8b8e5ac00201bce1212ab7b677dee449738a2a71b0eb75b4d54777/NOM-Case-Study-Website-final-10.jpg" /> ︎ Client: James Crisp ︎ Agency: Unified Brands ︎ Client Service &amp; Strategy: Mike Robertson, Nicole McClure, Zelda Senekal︎ Design Director: Ann Davenport ︎ Creative Team: Ann Davenport, Alisha Kay, Emma Lawrence︎ Copywriting: Mark Easterbrook ︎ Illustration: Ann Davenport NOM is a Kiwi-born brand of bite-sized treats that take indulging to a new level. To help launch NOM and create its identity, our team at Unified Brands was approached with a simple and inspiring brief: stimulate the senses and be boldly creative. Our team developed a brand platform that revolved around the idea of creating magical bite-sized moments. Of course, the visual world of magic can, quite literally, take you down the rabbit hole of fairy tales, the supernatural, and whimsical fantasies - all that traditional, pastiche and same-old stuff. Instead our version of magic was about what’s within our reach - those special moments in our everyday when we discover something beautiful that has a larger than life feel about it. To bring this thinking to life, I worked clsoely with our Design Director to create a series of collages that represented moments when you bite into NOM and get transported out of the everyday, to somewhere phenomenal. These collages helped us bring together textures, layers and flavours of each NOM product and became the centerpiece of the brand’s visual language. Paired with a deliciously vibrant colour palette and the bold yummy logo which creates a powerful focal point of its own, we created a joyous and evocative brand identity that felt contemporary and fresh. https://alexbutenko.com/Bare-Bones Wed, 07 Sep 2022 14:27:02 +0000 Alex Butenko https://alexbutenko.com/Bare-Bones Bare Bones Branding, Packaging Creative Direction, Design &amp; Illustration <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/38306f1da35fa6b41ae953f2ba72cc364d9e3fb1d1e173a8b0729a06a1d33f61/02---Bare-Bones-Chicken-Gravy.jpg" data-mid="152312559" border="0" src="https://freight.cargo.site/w/1000/i/38306f1da35fa6b41ae953f2ba72cc364d9e3fb1d1e173a8b0729a06a1d33f61/02---Bare-Bones-Chicken-Gravy.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/bfbce516a0774168ae45c436166647211097c6a067001f7b0de9cb147225dda9/01---Bare-Bones-Classic-Gravy.jpg" data-mid="152312557" border="0" src="https://freight.cargo.site/w/1000/i/bfbce516a0774168ae45c436166647211097c6a067001f7b0de9cb147225dda9/01---Bare-Bones-Classic-Gravy.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/5a3784ac8919ae71c7d9a95925127ba7219fc0ada38c95b60ac4e8d922ddfcb1/03---Bare-Bones-Red-Wine-Jus.jpg" data-mid="152312560" border="0" src="https://freight.cargo.site/w/1000/i/5a3784ac8919ae71c7d9a95925127ba7219fc0ada38c95b60ac4e8d922ddfcb1/03---Bare-Bones-Red-Wine-Jus.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/0a62c0de71efac47e408f69be48c0c84048cf50b1276176a315c7fbe11ae2cf4/10---Bare-Bones-Range.jpg" data-mid="152312568" border="0" src="https://freight.cargo.site/w/1000/i/0a62c0de71efac47e408f69be48c0c84048cf50b1276176a315c7fbe11ae2cf4/10---Bare-Bones-Range.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/4be18d52542362a448e300ac65e5bf831426e2bd7fc4fb4ea434cd54587117c1/09---Bare-Bones-Editorial.jpg" data-mid="152312567" border="0" src="https://freight.cargo.site/w/1000/i/4be18d52542362a448e300ac65e5bf831426e2bd7fc4fb4ea434cd54587117c1/09---Bare-Bones-Editorial.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/9868877e441becaeb3727e4b29a7a3369f0fe8e242439fdc46148fc02e1eee76/06---Bare-Bones-Gift-Box.jpg" data-mid="152312564" border="0" src="https://freight.cargo.site/w/1000/i/9868877e441becaeb3727e4b29a7a3369f0fe8e242439fdc46148fc02e1eee76/06---Bare-Bones-Gift-Box.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/19af05b006c13f257cc1ad922d9bccac1aba9b54ceaffb5de1399b51b8c72517/08---Bare-Bones-Illustration.jpg" data-mid="152312566" border="0" src="https://freight.cargo.site/w/1000/i/19af05b006c13f257cc1ad922d9bccac1aba9b54ceaffb5de1399b51b8c72517/08---Bare-Bones-Illustration.jpg" /> <img width="2475" height="1755" width_o="2475" height_o="1755" data-src="https://freight.cargo.site/t/original/i/6aee0aab78567c9937d63db6f435ea1bc900fb9c4c0cc6b88d5d39f2c8dea802/07---Bare-Bones-Tea-Towel.jpg" data-mid="152312565" border="0" src="https://freight.cargo.site/w/1000/i/6aee0aab78567c9937d63db6f435ea1bc900fb9c4c0cc6b88d5d39f2c8dea802/07---Bare-Bones-Tea-Towel.jpg" /> ︎ Client: Kraft Heinz Australia ︎ Agency: Unified Brands ︎ Client Service &amp; Strategy: Mike Robertson, Britt Rigoni, Zelda Senekal︎ Design Director: Melissa Doria ︎ Creative Team: Melissa Doria, Emma Lawrence ︎ Case Study Photography: Mark Lobo, Melissa Doria Gravy is an important chunk of business for Kraft Heinz in Australia, where they currently have the Gravox brand. Since the category had been seen as one full of heavily processed and unhealthy products, the idea of a clean bone-based broth with nothing to hide was developed by Kraft Heinz, who came to Unified Brands team to help create and visualise this new brand. Our design idea was ‘Flavours Laid Bare’, which helped us arrive at a stripped back visual direction that felt natural, frank and authentic. Fresh for a supermarket isle crowded by shouty, over-visualised packaging. Bare Bones was one of the first Aussie brand launch projects that our Unified Brands team got to work on. Luckily, I not only had a chance to oversee it start-to-finish but also create the (bare) bones of the design and work on illustration. The bold and confidently condensed angular brand mark created a juxtaposition with a more elegant, simple brand typography. The use of white space added to the natural look while the abundance of the shown-through product gave it that honest no-nasties feel. To strike a balance between simplicity and quality, we have cut-out the shapes of key ingredients, applying expressive paint brush strokes to them by hand. These, in combination with natural textures, created a tactile brand visual language that we then used to expand to other brand applications off-pack. https://alexbutenko.com/Karven Wed, 07 Sep 2022 14:33:51 +0000 Alex Butenko https://alexbutenko.com/Karven Karven Branding, Packaging Design <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/1fee2e041cd8718a2def1906572d483bb33942acd1246725df24dcc4039af4e2/Karven-Starka-Vodka-Bottle.jpg" data-mid="152315739" border="0" src="https://freight.cargo.site/w/1000/i/1fee2e041cd8718a2def1906572d483bb33942acd1246725df24dcc4039af4e2/Karven-Starka-Vodka-Bottle.jpg" /> <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/f1d1dc527fe014b8828aa2f25745f6cdc1d2ac04f4b1f6fc4ad142ce7cc06efb/Karven---Starka-Vodka-label-close-up.png" data-mid="152313926" border="0" src="https://freight.cargo.site/w/1000/i/f1d1dc527fe014b8828aa2f25745f6cdc1d2ac04f4b1f6fc4ad142ce7cc06efb/Karven---Starka-Vodka-label-close-up.png" /> <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/ec05cd45049d98b590a2aff89b6734bf6100ca2ebfca548d0d1d4be17511bdb4/Karven---Illustration.png" data-mid="152313923" border="0" src="https://freight.cargo.site/w/1000/i/ec05cd45049d98b590a2aff89b6734bf6100ca2ebfca548d0d1d4be17511bdb4/Karven---Illustration.png" /> <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/4ba0a2ef89d2776a29833bf24d244b2ade6aaad3dd0f5a6e0dbcde501bb85f87/Karven---Starka-Vodka-neck-label.png" data-mid="152313933" border="0" src="https://freight.cargo.site/w/1000/i/4ba0a2ef89d2776a29833bf24d244b2ade6aaad3dd0f5a6e0dbcde501bb85f87/Karven---Starka-Vodka-neck-label.png" /> <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/cdbea3805946277763a775c07f28ec6ec257d8b77a03bfb8f87eaaf8d2973d23/Karven---Starka-Vodka-neck-label-1.png" data-mid="152313929" border="0" src="https://freight.cargo.site/w/1000/i/cdbea3805946277763a775c07f28ec6ec257d8b77a03bfb8f87eaaf8d2973d23/Karven---Starka-Vodka-neck-label-1.png" /> ︎ Client: Karven ︎ Agency: Unified Brands ︎ Client Service &amp; Strategy: Mike Robertson︎ Creative Director: Tim Holmes, Ben Percival︎ Design Director: Jamie Turnbull ︎ Creative Team: Jamie Turnbull, Emma Lawrence ︎ Illustration: Carlie McGarity The Karven team originally approached Unified Brands to create brand identity and packaging design for their first-in-line product, craft gin. Unified have put their focus on the refined treasures of the land - native Kiwi botanicals. These are unlike anywhere else in the world. Each specimen has its story to tell. A flavour to imbue. A profile to discover. A mystery to investigate. I was part of the creative team that explored numerous botanical illustrations styles before we have arrived at pointillism, which not only captured the beautiful intricacies of the plants, but also reflected the passion and attention to detail of craft distillers. We have also moulded New Zealand motives into the brand mark itself and built on the botanical story to create a set of distinctive brand assets. The final design is a beautifully intriguing temptation to explore distinctive origins. I had a chance to work closely on the range extension of Karven Spiced Starka Vodka and Vermouth, rethinking brand architecture, redefining the illustration style and creating a more dramatic brand expression. https://alexbutenko.com/ETA-Ripples Thu, 08 Sep 2022 09:33:52 +0000 Alex Butenko https://alexbutenko.com/ETA-Ripples ETA Ripples Branding, Packaging Creative Direction &amp; Design <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/fa892a5c86040f6199257a96dea8104e9fb5faeb60ce74d2237ea2d07a22a1f9/02---Eta-Ripples-Best-Awards.jpg" data-mid="152383431" border="0" src="https://freight.cargo.site/w/1000/i/fa892a5c86040f6199257a96dea8104e9fb5faeb60ce74d2237ea2d07a22a1f9/02---Eta-Ripples-Best-Awards.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/759788f4f0d64782633c5304089e88fc81d31521f9f469d97404f66339c8c677/05---Eta-Ripples-Best-Awards.jpg" data-mid="152383434" border="0" src="https://freight.cargo.site/w/1000/i/759788f4f0d64782633c5304089e88fc81d31521f9f469d97404f66339c8c677/05---Eta-Ripples-Best-Awards.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/9a6b3f58140ece7f21ca5725bc7634179447cfff3659bfc56b23d989f3db26ea/06---Eta-Ripples-Best-Awards.jpg" data-mid="152383435" border="0" src="https://freight.cargo.site/w/1000/i/9a6b3f58140ece7f21ca5725bc7634179447cfff3659bfc56b23d989f3db26ea/06---Eta-Ripples-Best-Awards.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/a9bdd789b6dc383c98753f47c71961d8604784a7dba69f40a3cbb3d61426dc45/04---Eta-Ripples-Best-Awards.jpg" data-mid="152383433" border="0" src="https://freight.cargo.site/w/1000/i/a9bdd789b6dc383c98753f47c71961d8604784a7dba69f40a3cbb3d61426dc45/04---Eta-Ripples-Best-Awards.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/32e1d7c91a54e7327e5f5df664bee2d61acf29855793534e888be18324d05728/03---Eta-Ripples-Best-Awards.jpg" data-mid="152383432" border="0" src="https://freight.cargo.site/w/1000/i/32e1d7c91a54e7327e5f5df664bee2d61acf29855793534e888be18324d05728/03---Eta-Ripples-Best-Awards.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/8ea23485966f83372f75dd7aff49341fa1f314229e48b71e72c7a0fd46f2c82b/01---Eta-Ripples-Best-Awards.jpg" data-mid="152383430" border="0" src="https://freight.cargo.site/w/1000/i/8ea23485966f83372f75dd7aff49341fa1f314229e48b71e72c7a0fd46f2c82b/01---Eta-Ripples-Best-Awards.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/344882797840157ff0edcebb2db01bcbc79230af6ff8c5b0a3c31ea677631c79/07---Eta-Ripples-Best-Awards.jpg" data-mid="152383436" border="0" src="https://freight.cargo.site/w/1000/i/344882797840157ff0edcebb2db01bcbc79230af6ff8c5b0a3c31ea677631c79/07---Eta-Ripples-Best-Awards.jpg" /> <img width="2481" height="1755" width_o="2481" height_o="1755" data-src="https://freight.cargo.site/t/original/i/b8e56bf3c5005ddf6b2f84581ceb284ceccc1b0fe9ae7b0bf5483749c476dbfd/08---Eta-Ripples-Best-Awards.jpg" data-mid="152383437" border="0" src="https://freight.cargo.site/w/1000/i/b8e56bf3c5005ddf6b2f84581ceb284ceccc1b0fe9ae7b0bf5483749c476dbfd/08---Eta-Ripples-Best-Awards.jpg" /> ︎ Client: Griffins ︎ Agency: Unified Brands ︎ Client Service &amp; Strategy: Mike Robertson, Zelda Senekal, Nicole McClure, Paige Flemming︎ Design Director: Melissa Doria ︎ Creative Team: Melissa Doria, Emma Lawrence, Alisha Kay ︎ Illustration: Daron Parton ︎ Case Study Photography: Ann Davenport, Yuki Sato The Eta brand was becoming forgettable. It was the chip brand people grew up with but it had lost relevance with New Zealand’s younger consumers, and was no longer the brand of choice in the chip aisle. Our team at Unified Brands was tasked with bringing life back into Eta’s iconic Ripples chips. &nbsp; As a Creative Director, I had to lead the creative team through the very tricky snacking category to help us arrive at a place that would help make the brand popular once again Creating a story for the brand to tell through our design, we developed continuously connected social scenarios that brought kiwis together.&nbsp;We worked with illustrator Daron Parton, to create bespoke characters and scenes for each variant. Each of the packs captured a different social occasion and helped us bring to life the different flavour profiles across the range.&nbsp; In the attention-demanding snacking aisle often swarmed with images of flying 3D chips and snacks, we’ve gone for a look that would stand-out for its freshness and modernity. Pastel colours became backdrops for our illustrations while the bold variant colour palette introduced a bit of fun and vibrancy into the range. Clean geometric typography helped us create a clear navigation. Connecting all the dots together, we introduced a new ‘The Kiwi Friend Chip’ tagline that reflected the playfulness of our illustrated characters and linked to the brand's new ‘Feeding Friendship’ platform. The result is a highly successful relaunch of Eta Ripples, with a bold new look which has allowed the brand to reconnect with New Zealand consumers.