Butler — TECHNOLOGY

Branding a home service disruptor

Butler is a home-management service provider determined to turn the housekeeping industry on it’s head. Through an on-demand mobile app, Butler can bring a range of high-end home-keeping services into any home. After 5 years with the original identity, Butler approached us to smarten-up their visual identity, to graduate them to the next level.

The existing brand identity suffered a few difficulties. The traditional typography did not lend itself to feeling like a tech-oriented company. The proportion between logotype and logo and the stacked lockup, caused difficulty. Also the logomark was not unique or ownable.

"BUTLER" text with a red bow tie graphic underneath.

Existing Butler branding

Through discovery sessions with Butler’s stakeholders, we decided to keep a couple of the strongest brand assets that customers had known to associate with the Butler service. The bowtie and the red.

We refreshed the logo and logotype lockups, developing the marks into something that could be unique and ownable.

The two ‘b’ characters express the notion of partnership between the butler and employer, while also representing the bowtie, holding the equity of the original branding.

Illustration of a person in an apron waving, with the word 'Butler' and bow tie graphic on a red background.
butler_cover-3-24.jpg
Three family-themed images promoting the value of home. The first shows a mother and child bonding in a kitchen. The second features parents admiring their newborn. The third depicts a mother kissing her baby while a child looks on affectionately. Text reads, "We help you rediscover the importance of home," with "Butler" branding.
Illustration of three smartphone screens, each showing different cartoon characters engaged in activities like organizing, waving, and gardening. The screens are set against a red background with the handle 'butler.hk' displayed on each screen.
Business card on red background
Collection of Butler brand guideline pages featuring logo, color palette, typography, and applications on stationery and uniforms.

Next project

Outdoor wedding venue with white chairs and floral arrangements, featuring decorative panels and architectural details, set by Marriott Weddings.