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Hart & Jones rethink the ‘anti-butter’

Dairy has a powerful place in Indian culture, and although Nutralite was one of the biggest player in margarine, 90% of India’s yellow fats market was in butter.

Nutralite's goal was to win over butter users, they approached us with the brief of creating a new look for them that was more modern, more appealing, more tasty and extendable to support their planned innovation work.

We used our semiotics led approach to assess the cultural context of the margarine category, and utilised our findings to encode the right messages into the designs, focusing less on the concerns around butter and more on the positives of this fantastic product.