Founder & CEO Mike Edmonds
Co-Founder Butter (the family yellow lab)
Business Baked goods
Location Athens, Georgia
Challenge
Mike’s core bakery business was supported 100% by travel and hospitality businesses. With the majority of those drastically reducing operations at the beginning of Covid-19.
Insight
Diversify Mike’s bakery offerings by creating an engaging consumer brand that would attract both retailers and consumers, while also being a brand of purpose.
Solution
We created the Mike & Butter’s brand offering bread and cookies for humans. And with a portion of proceeds going to helping dogs find forever homes.
At the beginning of working with Mike, we found that there were some misconceptions with the already existing Yellow Dog brand name. Was it selling scrumptious treats for humans? Or for furry tail-waggers? The Art Of Good, realizing that this may be an uphill battle, set about conceptualizing a whole new consumer brand from scratch. The result being Mike & Butter’s Bakery, named for owner Mike, and his faithful yellow lab and co-founder, Butter. We created a new logo, packaging, and some fantastic looking swag. And then went about rebuilding their website, social assets and promotional materials that all convey the brand mission, or dogma if you will – Great bread for you. Homes for dogs.
