Melbourne-based Studio Guild has developed a new packaging identity for Lard Ass Butter, aimed at clearly communicating the brand’s flavoured butter range and standing out in the dairy aisle.
The Ocean Grove-based business, founded by Monica Cavarsan, produces hand-crafted, naturally fermented cultured butters made by an all-female team. After eight years on the market, Cavarsan said the original packaging did not effectively showcase the flavoured options.
“My main issue with my old packaging was that people had no idea about the flavoured butter. I needed the packaging to really spell it out,” she said. “I wanted to bring forward the flavour buzz because it’s something so unique to the market. The packaging now backs it up, it tells the story of how people can use the butter.”
Cavarsan said the updated design is already gaining attention. “We’ve always been disruptive, because of our name, and now our brand and packaging reflects this,” she said. “People have really noticed the new packaging. It makes people want to buy it. It makes people smile, something I hadn’t seen before with my old packaging.”
Studio Guild was tasked with repositioning Lard Ass as a more contemporary player in the premium dairy segment, focusing on versatility and encouraging flavour experimentation.
“We looked at the landscape and saw a huge gap in the market for a unique proposition – no one was really owning the ultra-premium space in a contemporary way,” said Trish, founder and creative director at Studio Guild. “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 their tracks in the aisle.”
Trish said the studio took inspiration from categories outside of butter, such as the alternative milk sector, where several brands have used bold visuals to challenge convention.
The new identity, Cavarsan said, better aligns with the brand’s message of using flavoured butter to enhance everyday meals.
