Buddish is a deck of cards made up of philosophies, tools, perspectives, and practices influenced by Buddhist tradition, made easily digestible, through contemporary context. Vetted by experts in theology, each card comprises a teaching that can help us uncover our best selves in the face of life’s most fierce provocations. Ancient practices have been translated, conceptually and linguistically, into Western contexts. With a card for every week of the year, through a simple, conscious, and enjoyable exercise, this artful deck promotes self- and social-improvement—zen—for the modern world. Product coming soon.
naming / tone of voice / brand manifesto / copywriting
Pastrytown, An Other Half Experience // Pulling Pints and Pies
An entire day full of the sweetest stouts and tartest sours, Pastrytown was a perfect panacea of craft beer delights. Doughnuts danced and strawberries shimmied into brews from the 36 of the best beer makers in the world. This sweet, sweet day of gluttony is one of Other Half's annual beer festivals that take place right to our backyard, Industry City in Brooklyn. Butter had the privilege of executing Other Half's creative director, Megan Penmann's, vision of this fanciful world onto everything from signage to social media content to print design.
CREDITS // Client: Other Half Brewing / Creative Director: Megan Penmann / Designer: Cari Sekendur
print design / signage and wayfinding / social media content / digital design / packaging design / event design
Kettner Coffee Supply is Nashville’s newest destination for titillating coffee, sweets, and subversion. Located in the east-end of Nashville, Tennessee, hospitality veteran and founder Hannah Schneider wanted to create a coffee shop unlike any she’d experienced before in quality and aesthetic. Serving coffee made from the top two percent of the world’s best beans, Kettner prides itself on bringing Nashville premium coffee at an accessible price.
Butter rose to the challenge of developing an unexpected identity that satisfies Kettner’s appetite for something memorable and unique. Designing an experience that would resonate with the myriad creatives and young professionals flocking to Nashville, the brand celebrates nuances of Nashvillians, native and new, as well as Kettner’s female-led team. The brand is equal parts feminist, modern, and fun.
The system touches key pieces of the Kettner Coffee experience from cheeky coffee cups to a thought-provoking menu and soft serve container, merchandise with illustrative innuendos, and ink on skin—the brand spoke to Schneider so much, she now has a tattoo of one of our illustrations. The identity creates an experience as tempting as sneaking out for a mid-afternoon coffee or savoring a forbidden treat.
We created a risque identity replete with
scantily clad illustrations and suggestive
statements—tonally minimal with lively expression.
Applying Kettner’s saucy tone, a series of distinct
messages appear across materials, adding an element
of surprise and spice with each purchase.
ALMA MATER RECORDS // A Music Label Modernized
ALMA MATER RECORDS
BRAND IDENTITY, NAMING, WEB DESIGN, ILLUSTRATION, SOCIAL MEDIA CONTENT
creative direction, naming, design, illustration
Alma Mater Records, formerly “Hot Mom USA,” were in need of brand refresh that would harmonize the label with their ethos. The company wanted to preserve a mention of motherhood in the name through a sentiment more inclusive of the company’s values—feminists, LGBTQIA+ folks, and POC. We renamed the group Alma Mater, meaning “nourishing mother” in Latin. The name gave the brand an elevated image that resonates with youth culture, and stays true to the label’s maternal roots. The lions in the logo were inspired by the the Greek goddess Cybele, who was referred to as “alma mater” during ancient times. Cybele’s lion-drawn chariot would cue wild music and disorderly, ecstatic scenes wherever the goddess would go. We loved this idea of ecstatic disorder and carried it into the rest of the identity, using collage elements, illustration, and bright colors.
The logo is modular and can be used in its largest format for maximum impact or one of the subtler formats to suit applications like album covers, where we want the album artwork to shine.
FLEX MUSSELS // A Taste of the Canadian Coast
BRAND IDENTITY, PRINT DESIGN, WEB DESIGN, ILLUSTRATION, SIGNAGE DESIGN
creative direction, design, illustration
Flex Mussels is a Manhattan restaurant staple serving globally inspired seafood from coast to coast. Flex’s speciality: the freshest, plumpest mussels from Prince Edward Island, cooked in a variety of 23 extraordinary sauces.
The restaurant is a family establishment with origins in PEI, Canada—a picturesque fishing island notable for its vibrant colors, marine inspired architecture, and diverse landscape. The concept for Flex’s new brand identity is inspired by all things PEI. The Flex team wanted to capture the roots of the restaurant, which started as a storefront on PEI before making its way to Manhattan as the family’s 23rd restaurant ten plus years ago.
A cheeky quality is carried through the brand, from the illustrations to logos, colors, and taglines. Brand collateral features whimsical illustrations of characters you’d see fishing and frolicking on PEI beaches, as well as island architecture and natural gems. Geometric compositions inspired by nautical flags and colors found on PEI are interspersed throughout the system. Flex menus are full of surprises, intended to bring a sense of discovery and delight to each guest as they flip through. The structure of the menu was thoughtfully considered to maximize ease of use for the restaurant, sustainability, and the guest experience.
The system is dynamic, featuring multiple designs for each brand collateral piece. This gives guests the opportunity to have a different experience each time they dine at Flex.
OTHER HALF // Crafting Beer Labels and Brews
OTHER HALF BREWING
PACKAGING DESIGN, ILLUSTRATION
Other Half Brewing was born of a vision to brew New York beer with the effort and thoughtfulness representative of the “Other Half” of the industry. Today, Other Half produces craft beers in Brooklyn while collaborating with other breweries, local and global. Elevating their craft with every partnership, Other Half brings the hopped fruits of their labor back to the Brooklyn taproom.
Building off of Other Half’s quirky, bright, poppy brand, Butter created packaging for a number of Other Half’s short run brews—a limited supply of beers often produced in collaboration with partner breweries. Short run labels feature playful illustrations like dolphins and dentures for a Florida retiree-themed brew and metallic materials for added tactile pizazz. Our engagement evolved into an ongoing partnership; Butter designs 5+ labels monthly for the brewery as well as materials for Other Half’s bi-annual beer festivals. From packaging to event signage, our goal is always to ladder up to the unexpected nature of Other Half’s beer, creating visual experiences beer aficionados everywhere will enjoy.
Other Half's cans are often kooky and unexpected. Frequently referencing hip hop lyrics or craft-beer-world inside jokes, the brewery never shies away from pushing boundaries.
ARK FOODS VEGGIE BOWLS // Rutabagas Gone Wild
ARK FOODS VEGGIE BOWLS
ART DIRECTION, PACKAGING DESIGN, PRINT DESIGN
art direction, design
product photography, art direction
SEBASTIAN ARGUELLO, GUILLERMO OVIES
Ark Foods Founder Noah Robins grew up in agriculture, dreaming of veggies. Seeking vegetables in the produce aisle as incredible as those he’d experienced fresh from the farm—and in a quest for the perfect shisito—Noah developed his own pepper and veggie farm, cultivating vegetables for purchase across the United States and Canada under a new brand: Ark Foods. Butter was tasked with bringing Ark Foods’ existing branding into a food packaging aesthetic that would stand apart from the staid sea of consumer packaged goods on the shelf. Butter had the opportunity to do prop styling and art direction alongside extraordinary photographer Jeff Harris and food stylist mastermind Lisa Homa. With the photos of each dish complete, Butter took Ark Food’s established brand and gave it a minimalist revival for application onto the packaging of Ark Foods’ Veggie Bowls—plant-based pastas made from rutabaga ribbons and cauliflower florets. The project was the brand’s first foray into the prepared foods category following years of being solely a raw vegetable distributor. Ark Foods Veggie Bowls are now sold at Whole Foods nationally, as well as other select food marketplaces.
We took Ark Foods established brand identity and pared it back by removing rustic-feeling flourishes to create a more contemporary, minimal overall look.
We sourced brightly colored, handmade bowls to hold our veggie pastas, giving the front of the package a pop of color to help it stand out on shelf.
HIFI ATHLETICS // Boxing Inspired Apparel for the Underdog
BRAND IDENTITY, NAMING, WEB DESIGN, SOCIAL MEDIA CONTENT, ANIMATION, ILLUSTRATION
CARI SEKENDUR, HEIDI CHISHOLM, LARA TURNER, MOLLY CARKEET
Hifi Athletics is a boxing-inspired streetwear brand. It creates considered apparel to empower women, non-binary, and trans people in combat sports and beyond by subverting the macho narrative of boxing to make it their own. Launching soon.
The purpose of the brand is to push the culture of women, non-binary, and trans people in boxing forward by spreading awareness and building a brand that boxing aficionados and streetwear enthusiasts alike can rally around.
Butter created the brand identity and all digital assets for HiFi. The concept pushes a streetwear aesthetic with quirky collages elements, bright colors, and graphics that promote diversity and inclusion within the sport and outside it.
A series of collages for a pre-launch social media campaign were developed to spark intrigue in the brand. The collages mix vintage boxing paraphenailia with textures and other cheeky elements.
The brand mark is two "corners," which represents the ideal from boxing of, "being in one's corner". It represents a sense of unity and teamwork within the sport.
on Instagram for news on product releases and the launch of the brand!