Hutton's
Identity | Packaging
Studio: Dow Goodfolk
Creative Director: Donna McCort​​​​​​​
Meat with character!
It's not often you get to work on an one hundred and forty year old brand so we made to sure to retain Hutton's heritage in a fresh, modern way.
The packaging is simple. We refreshed the traditional Hutton's red, pairing it with soft, playful colours and brought Hutton's back to connect to today's budget conscious shoppers as a loved value offer.
We created a system that is easily maintained and identifiable across Hutton's variety of products. It's no fuss.
We took the existing Hutton’s logo and beefed it up to reinforce their meat expertise and resemble the friendliness of Hutton’s.
The chosen typefaces were inspired by the type treatments found through Hutton’s archives, creating a playful and characterful pack front.
We dug into the Hutton's archived to revive the sass and quirk that we found had been lost over the years. 
Keeping it simple and bringing fun back into the kitchen, we’ve created an identity full of colour, confidence and character.
Whether you are a flattie, family or one of the older folks, whatever the occasion, the new Hutton’s brand is ready to cater for you.
Assets produced include a brand identity and packaging.
All Work




2023
Work completed at Dow Goodfolk
Creative Director: Donna McCort​​​​​​​