In their own words
From the start we knew that he had to be out-of-this-world levels of cute, with details that would make him super distinctive.
We build ideas from real, lived experiences, and then design around those.
Building trust was everything, and it went both ways.
Over the years, there’s been a huge shift in how people see design, especially branding.
Not only is it literally the Italian word for ‘fresh’ but it’s the style of mural painting dedicated to the gods.
We wanted to create something that felt very distinct from the category, elevating the experience to Renaissance-level luxury.
Humour was integral to the success of the fresco.
They wanted to go beyond the category functional cliche of ’a better way to wipe’, and instead focus on the power and confidence of a clean butt.
Our concept was rooted in the Renaissance, as there’s nothing quite so heavenly as that feeling of Saintly freshness, and you don’t get much fresher than fresco.
These hues break away from the sterile whites and blues of competitors, instead embracing warmth, personality, and a sense of refined humour.
Articles & interviews
- Universal Favourite builds a cute, cosmic brand world for Butter Baby
Universal Favourite created a whimsical, intergalactic brand identity for Jakarta dessert brand Butter Baby, transforming a butter-based alien character into a full narrative universe. The project spans 3D character design, packaging, store design, and a custom language system, all rooted in playful storytelling. Collaborations with Double Up Studio and Crosby Studios helped bring the cosmic Butterlandia world to life across digital and physical touchpoints.
- Ali Ozden Discusses Building Brands with Human-Centered Design
The Brand Identity’s interview with Universal Favourite’s Creative Director Ali Ozden explores his approach to building brands through authentic, human experiences. Ozden discusses the studio’s award-winning work for The Dinner Ladies, the importance of client trust, and the evolving role of design in a global, AI-influenced landscape. He also reflects on his career path, leadership lessons, and the value of versatility in design.
- Universal Favourite Transforms Saintly's Cleaning Brand into Divine Experience
Universal Favourite developed a Renaissance-inspired rebrand for Australian bathroom brand Saintly, formerly known as Fohm. The identity combines humour and luxury, featuring fresco-inspired illustrations, a sculptural logomark, and a refined typographic system using Romie and GT Pressura Mono. The project repositions Saintly’s cleansing foam dispenser as a divine yet playful bathroom essential.
- Universal Favourite Rebrands Wet Wipes with Renaissance Flair
Universal Favourite has completely rebranded the butt hygiene brand Saintly, formerly known as FOHM, with a Renaissance-inspired identity. The Sydney studio introduced a new name, tone of voice, and visual system featuring ornate typography and warm tones. Collaborating with Doris Dev, they also designed the Divine Dispenser product, aligning the brand’s playful and refined aesthetic.