Butternut Box

A Butternut Box takeover

Each of the three stands needed its own identity, activation and purpose. Every space had to feel immersive, engaging and true to the brand, ensuring both visitors and their four-legged companions had an experience worth remembering.

Interactive moments that drove engagement

From playful to purposeful, every activation delivered. The Howl of Fame turned visitors into part of the stand. Attendees could print photos of their dogs live at the show and place them on the arch, creating a dynamic and evolving display that celebrated the Butternut Box community.

Over at the Bowl of Truth, dogs took the lead with a live sniff test – comparing Butternut’s fresh ingredients to mystery fillers in standard dog food. We refined their design to improve functionality and visual appeal with deeper bowls for a sleeker, more effective experience.

Personalisation, functionality and flexibility

This project was all about tailoring experiences. Visitors who signed up for a Butternut Box subscription received a custom-printed bandana, personalised with their dog’s name. The process was simple but effective – attendees provided their dog’s name, which was printed onto a bandana, creating a memorable giveaway while also collecting sign-ups.

Refreshed Deli Menu Boards with custom-built sliding slat inserts made it easy to update the daily tasting menu for samples, keeping the visitor experience fresh and engaging.

We also designed and built a bespoke, multi-functional seating unit that could be reconfigured for future events. Designed in three sections, it could be used together in an L-shape or separated into individual booths or a long bench. With cushioned lids for hidden storage, a built-in planter showcasing fresh ingredients and integrated bar seating, it was the perfect blend of style, practicality and sustainability.

Design that dares to stand out

Every stand was brought to life as a Butternut Kitchen – complete with curated props, bold visuals, and a warm, welcoming vibe.

Rotating Hanging Banners added motion to the brand, increasing visibility across the show halls.

To continue the Butternut Box journey between halls, we installed two custom-designed arches over the staircases leading from Hall 1 to Hall 3. Inspired by the brand’s subscription boxes, one arch was created to look like stacked packaging holding up the structure, reinforcing Butternut Box’s identity in a clever, visual way.

A true partnership – from concept to completion

We became an extension of the Butternut Box team, working closely with their marketing department through weekly meetings, regular calls and on-the-go communication, ensuring every detail was in place. Our team even visited their London headquarters to fully understand their brand personality, finishes and visual storytelling, helping us create a space that felt authentic and on-brand.

Both Tecna and Butternut Box put everything into making sure the final execution was perfect. The installation team worked tirelessly ensuring that every detail – from flooring to framework to the finishing touches – was delivered to the highest standard.

What Butternut Box like about Tecna

Butternut Box valued the creativity and storytelling embedded in their stand designs. Every space had a purpose and a personality, with interactive elements that drew visitors in. The seamless project management, high level of communication and dedication of our install team meant they felt fully supported at every stage. We weren’t just building a stand – we were helping them bring their brand to life.

Tecna have been amazing since the get-go! We were really happy with all 3 stands (and sponsoring the stairs!) at Crufts 2025 and we’d recommend Tecna to anyone that’s looking to up their event’s game. We included some personalised bandanas for each dog who signed up and a ‘Howl of Fame’ showcasing pictures of dogs who signed up at the event. We knew we wanted to have some sort of activation, but thanks to Tecna this all went super smoothly and everyone was so happy with their extra giveaways!

Our project manager, Tom, has been incredible with communications around the project, answering any queries we have, no matter what my time of day. Also huge thanks to George and Emily for helping get everything off the ground too. The build team were absolutely fantastic and worked for a few days with really long hours to get the stands up for the event. They were all so thankful when we bought them coffees and just genuinely really lovely guys. Nothing was too much trouble for them. They were really good with the little things like hoovering and cleaning up the whole stand before they left site and didn’t leave until they were 100% happy with the set up, even if it meant they were there until 10pm at night to sort it. We even got little ‘emergency totes’ for each stand with little snacks and goodies for the show days, which was a lovely touch for our brand ambassadors.

Thank you so much Tecna, we’re really looking forward to working with you for Crufts 2026!

What this means for other brands

Exhibiting should be more than just a presence; it should be an experience. Butternut Box proves that when design, engagement and functionality come together, it creates a stand that is not just memorable, but strategically effective.

If you’re ready to elevate your exhibition space, let’s talk.