Bu Deli

Bu Deli is better butter — a satisfyingly rich and creamy alternative to traditional dairy butter, made entirely from plants. Designed to be spread, baked, cooked, and melted, the product sits at the intersection of indulgence and everyday utility.

From the outset, the challenge was not to persuade consumers to abandon butter altogether, but to reframe what butter could be. Rather than leaning on overt sustainability cues or plant-based tropes, Bu Deli was positioned as a new classic: grounded in the cultural and culinary lineage of butter-making, while confidently advocating for a more conscious future.

Viewing the supermarket shelf as the primary site of conversion, the identity was developed to speak directly to people who love to cook — those who value flavour, texture, and ritual over ideology.

At the heart of the identity is a tension between tradition and reinvention. Typography, colour, and composition draw on the visual cues of traditional butter branding — signalling familiarity and trust — while contemporary graphic interventions introduce a subtle sense of disruption. The brand avoids novelty, favouring longevity and cultural relevance.

This balance is carried through into the photography, developed in close collaboration with photographer Annika Kafcaloudis and art director and stylist Stephanie Stamatis. Referencing the opulent still-life paintings of French realists such as Antoine Vollon, the imagery celebrates abundance, tactility, and restraint in equal measure. Ingredients and domestic objects are arranged with intention, creating compositions that feel rich yet composed. The resulting images capture Bu Deli’s creamy texture and depth of flavour so vividly they verge on the sensory — a photographic equivalent of onomatopoeia.

The digital experience extends this logic. Classical imagery sits alongside bold graphic moments and playful interactions, reinforcing Bu Deli’s versatility without over-explaining it. Whether slathered on toast or whipped into a chocolate buttercream, the product is presented as an intuitive, everyday staple — one that belongs naturally in the contemporary kitchen.

Bu Deli’s point of difference lies in its refusal to shout. It doesn’t ask consumers to compromise, convert, or perform virtue. Instead, it offers something persuasive: a butter that feels familiar, indulgent, and considered — without the dairy.