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The butta clothing brand produces high quality buy-it-for-life fabrics for a life in the mountains, that protect life in the mountains.
The brand chose ‘butter’ and uses buttery colours throughout the identity to make discussions about global warming, melting ice caps, retreating glaciers and shorter snow seasons less politically charged and more colloquial, so the narrative can be moved far away from helplessnes, and hopefully, power democratised.
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An identity unmistakably part of the mountains, their environment and their winter sports, climate conscious community.
Digital Design & Experience Design
We used true white paired with large whitespaces to create a luxury feel to the digital experience. The clean, crisp white background serves as an embellishing canvas, allowing each element to shine with elegance and sophistication.
The generous use of space not only enhances the overall aesthetic but also provides a sense of tranquillity and simplicity - mirroring the essence of the mountain-life - for the user.
This luxurious design choice immerses users in a refined and polished digital journey, where every detail is thoughtfully curated to elevate their experience and invites them to stay a while, echoing the vibe of long days in the backcountry.
To exaggerate our Art Direction choices, we chose to exaggerate the weight and choose to exaggerate the products as heroes by showing a smaller [than normal for the industry] number of products on a screen at any one time, each occupying more space.
For the same reasons, the site design and experience minimises push notifications, adverts, and banners and instead places business-critical calls to action content blocks like subscribing and lookbooks at the very top of the architecture - and uses the same spacious, confident design languages with these elements to convey that these ‘marketing’ actions are as valuable to the user as they are to the business.
We A/B/C Tested three homepage designs to deliver the best performing experience for the brand's highly specific audience.
At one
To stitch the brand into the very life-threads of the mountain environments the brand seeks to be one with, we use anti-contrast colour combinations of the brandmark and rich, action-packed, high-energy or high-drama photography.In one image, you’ll see we use white on white, brand mark in white on snow and snow spray.
Where one, becomes one, not separate entities.
This may seem like a poor choice for defining a bold brand, but we felt it was a powerful way to represent the butta brand’s unity with the snow, the brand is a part of it, the brand’s fate [and ours as a race] is tied to the preservation of snow and of a healthy climate.
In another, we use the second colourway of the brand mark on a dark off-grey, one picked match the dark granite of the looming faces of the biggest mountains that host the biggest lines. Again, to assimilate the brand entirely with the most emotive visuals of environment to which we want to connect it.
