Universal Favourite creates immersive fictional world for Jakarta dessert brand Butter Baby
By
Abbey Bamford
A weekday bagel. Dependable, satisfying, no fuss.
Summary
Universal Favourite, a Sydney-based design studio, has created an immersive brand identity for Butter Baby, a Jakarta-based dessert brand. The project includes strategy, character design, packaging, and world-building centered around a fictional planet called Butterlandia. The brand's shop in Blok M, Jakarta, is designed to feel like a portal to this whimsical, butter-themed universe, blending food, fantasy, and storytelling.
Key quotes
· 2 pulledButter Baby, the self-proclaimed 'first Butterlandian dessert brand,' has landed in the city's Blok M district, complete with a shop and identity that feels more like a portal than a patisserie.
The team worked across strategy, character design, tone of voice, packaging and world-building to create an immersive brand experience that transports customers straight to Butterlandia, a fictional planet overflowing with butter, charm and cosmic dessert.
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