Year
2025
Industry
Food
Category
Branding
Introduction
Rethinking an everyday product in a contemporary way
Less but butter comes from the desire to redesign one of the most common and traditional products in food culture: butter. The project starts with a simple but strategic question: is it possible to keep the taste and quality while reducing environmental impact? In a world where food choices significantly affect our ecological footprint, the brand positions itself as a conscious alternative. It is a completely vegan product, free from animal derivatives and unnecessary fats, designed to meet the needs of a more attentive, informed, and responsible consumer.
Challanges
Turning sustainability into a visual identity
The concept is built around the idea of balance: less impact, more quality. “Less but butter” is not about sacrifice, but about choice. It doesn't take away pleasure; it reimagines it. The visual identity reflects this philosophy through a genuine, direct, and authentic language. The design avoids unnecessary frills and creates a sincere aesthetic that conveys trust and transparency throughout the entire production process. Sustainability is not told as a story; it is integrated as a core value of the brand.
Final thoughts
Building a consistent, recognizable, and contemporary brand system
The design solution involves the development of a complete identity: naming, logo, packaging, and communication system. The brand has a clean but distinctive personality, standing out in the food sector thanks to a balance between minimalism and character. The communication follows the product across every touchpoint, maintaining visual consistency and a clear tone of voice, with the goal of encouraging a healthier and more conscious lifestyle. Less but butter is not just a product, but a statement: less waste, less impact, more responsibility.
