We're Getting Butterflies From This Nut Butter Rebrand
by Chloe Gordon on 03/26/2021 | 4 Minute Read
Butterfly is a good-for-you nut butter with benefits ranging from gut health to brain function to help make your hair and nails stronger. When nut butter holds that much power, its packaging needs to reflect it. Scout Lab has led the rebrand, so Butterfly's packaging delivers its philosophy through a vibrant and approachable identity.
The color palette of each jar beautifully represents each flavor. Cinnamon Vanilla is reflected through a creamy and vivid red scale, and the classic nut butter is adorned with a gorgeous gold ombre. This brand is proving how simple it is to be healthy and good for the planet, one jar at a time.
?The founder of Butterfly, Jared Talla, was ready to expand distribution of his nut butter beyond his Saturday Farmer’s Market stand. He had amassed a local following and devout fans of the product-alone, but the website and packaging needed a major overhaul. Jared tapped Scout Lab to lead the rebrand in order to develop a brand that had mass appeal in the health food category.
Inspired by the metaphor of the butterfly, Scout Lab worked with Jared to rebrand Butterfly in a way that represented the transformation that can occur when an individual and their community eats well. If Butterfly’s goal is to make it easier and more accessible to eat healthy, Scout Lab asked: how can we inspire joy in the health food aisle?
Butterfly believes that you don’t have to sacrifice taste in order to eat healthfully, and to eat well leads to a better quality of life. Scout Lab developed creative that is eye catching and colorful in nature; unafraid to stand out—just like a butterfly. The metaphor is further extended through their updated copy tagline, “Fuel to Take Flight”.
The founder of Butterfly, Jared Talla, was inspired to create Butterfly after his time working on organic farms across the US and Spain. It was during that time that he realized what a large gap there was in the food industry between taste and nutrition. With the belief that it should not be hard to eat healthy, Jared set out to create a superfood company––good for the body, the mind, and a force of good for the planet. Jared started selling his product at a local farmer’s market in Los Angeles, which is when he engaged Scout Lab for the rebrand of Butterfly. Since the rebrand, Butterfly has expanded its distribution to over 70 stores nationwide.
Using the shape of a cashew, a core ingredient in all of Butterfly’s nut butters, Scout Lab created a butterfly that is formed from mirror images of a singular cashew. The goal was to blend the whimsy and colorful nature of the Butterfly, with the ingredients of the nut butter in design, photography, and beyond.
The branding and visual identity are built to scale as the product range of Butterfly expands. The brand systems work well on to-go packets, as well as on regular and economy jars of the nut butter.
The color palette chosen was based on representing the flavor profiles of the respective nut butters in a vibrant way; opting for saturated and bright colors versus a muted palette that’s all too common in the health foods aisle. The pattern used across each product represents the texture of the product, and the accompanying monochromatic color palette on each represents the multiplicity of flavors each nut butter recipe includes to deliver a delicious final product.
- Creative Agency: Scout Lab