Butter Well
Brand voice, product copy, and long-form writing for a Basel-based British food brand.
Brand Voice & Taglines
British things, made properly in Basel.
Small-batch curds, bakes and seasonal things for the table.
London soul. Basel heart. British favourites, made by hand in Basel.
Product Copy
Proper Lemon Curd
Bright, buttery and properly tart. Handmade in small batches with lemons, butter, eggs and sugar.
Lemon Curd
Bright. Sharp. Velvety. Egg yolks, butter, lemon. Nothing else needed.
Fig Jam
Dark. Sweet. Sepia toned. Whole figs. Slow simmer. Sepia set.
Seville Marmalade
Bitter. Bright. Thin cut. Traditional. Bitter orange peel. Slow set.
Six Pack Original
The classic. Ready to toast. Hand poured. Slow proved. Toast until golden.
Twelve Pack Original
For the household. For the ritual. Same crumpet. Twice the count.
Afternoon Tea. In A Box.
A little taste of Britain, freshly baked in Basel. Delivered still warm.
English Tea For Two
4 warm scones, homemade lemon curd, delivered in Basel. A box of warm scones with our proper lemon curd. Split, butter, dollop.
English Tea For Four
8 warm scones, larger jar of homemade lemon curd, delivered in Basel. Twice the scones, twice the curd. The proper afternoon tea, scaled up.
Long-Form Copy
The Crumpet
a honeycomb of heat. thousands of tiny chambers. waiting for the pour. molten butter pools in the depths. a crisp, lacy base. a soft, aerated crumb. deeply toasted. radically simple.
The Larder
Our larder changes with the seasons. Some things are always around, others are made in small batches or to order depending on what's fresh, good and available.
Pop-Ups & Events
We pop up at markets and events around Basel. Come say hello, taste the curd, and take a jar home.
The Bake
butter well makes british favourites in basel: curds, bakes and seasonal things we miss from home.
Pop-Up & Event Descriptions
Crescenda Basel (August 2026)
A weekend bazaar at Crescenda Basel. The full lemon curd range, fresh lemons on the table, and a QR code to shop the larder from your phone.
Markthalle Basel (Nov to Feb, 25/26 season)
A crumpet stall at Markthalle Basel. Toasted on site. Eaten standing.
Delivery Zone
Postcodes 4000 to 4059. Freshly baked. Arriving warm.
Order Days
Place by Thursday midnight. Delivered Friday and Saturday.
Case Study Descriptions
Branding
A warm, food-led identity built on a bright, edible palette.
Product Design
Small-batch crumpets and condiments, made by hand and packaged to feel as warm as they taste. Butter Well's crumpets are made in small batches and delivered warm. The product design keeps things honest and handmade, from the crumpets themselves to the condiments that accompany them and the packaging they arrive in.
Pop Up
Taking Butter Well out into the world, one bazar at a time. Butter Well began as a crumpet pop-up shop for Christmas at Markthalle, Basel, under the name The Bubbly Crumpet Co.