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Project Overview
The Edison Agency were engaged by Lion Dairy & Drinks to help uncover the vision and purpose of the Dairy Farmers brand and create a brand identity system that supported cohesion and rejuvenation of over 100 dairy products. With a strong regional history in Australian dairy communities, this project was an important part Lion Dairy and Drinks commitment to the future generations of farming families and to the quality, nourishment and integrity the Dairy Famers brand represents in Australian culture.
Team
Darryn Wallace - Marketing and Innovation Director, Lion Dairy & Drinks Rogerio Pereira - Consumer Insights & Planning Manager, Lion Dairy & Drinks Bridie Cowell - Head of Brand – White Milk & Specialty Brands Lion Dairy & Drinks Nicole Doolette – Innovation Strategy Manager, Lion Dairy & Dirnks Amber Bonney - Strategy and Executive Creative Direction Brian Rodrigo Llagas - Design Director Steve Wren - Group Account Director Matt O’Connor – Senior Creative Artworker
Project Brief
The Dairy Farmers Co-operative Milk Co. Ltd was formed on January 15, 1900. Sixty five stakeholders, many of them dairy farmers from New South Wales’ Illawarra region, came together and agreed to run the new organisation on ‘true co-operative lines’. The Co-operative would help these early farmers work together to effectively market their milk and butter directly to consumers in the city. [1]
The new Masterbrand design system and portfolio architecture strategy was an outcome of many months of talking, listening, sharing, reading, prototyping, making and crafting. Using The Edison Agency’s proprietary brand tools; the collaborative workshops and co-creation sessions helped unveil what was at the heart of the brand – what made Dairy Farmers uniquely special and how we ensured the way the brand ‘walks and talks’ aligned to the quality and integrity of what’s on the inside.
Says Amber Bonney, Founder and Head of Strategy, The Edison Agency “this is one of the agency’s proudest achievements and one I feel personally connected with. We took a fragmented and tired brand and breathed new life into it giving all those who make, deliver, market, sell and manage it; a reason to fall in love again. Our creative mission was simple; to celebrate the Dairy Farmers’ heritage by bringing pride and quality to the forefront – making it easier for people to find and ensuring it continues to live in the hearts and fridges of all Australian families.
Project Innovation/Need
Creating an architecture system that provides cohesion across not only the 100 existing products beneath Dairy Farmers but also guides the innovation NPD pipeline was a significant undertaking, but one that we’re already seeing great results from with the launch of the Heritage Range and the Creamery & Co.”
Says Darryn Wallace, marketing and innovation director, Lion Dairy & Drinks: “The Dairy Farmers brand is synonymous with Australia and is loved by Aussie families and that is why we are so excited to be launching our brand identity, packaging and advertising campaign.
“Many of the dairy farming families who supply the brand today have been there since the beginning – we are proud of our rich Australian history and the special connection we share with so many families.
Design Challenge
How do you take an iconic heritage brand and give it new meaning and purpose? This project is a story of how we revealed the true spirit of Dairy Farmers and created new tools and design assets to restore the brands passion and pride within the Australian market. Dairy Farmers is one of Australia’s oldest registered beverage trademarks and as such, came significant responsibility to ensure the integrity was upheld and the brands visual distinctive assets were evolved with respect and pride for its heritage. There were over a dozen different formats the packaging was applied to each with their own distinct production challenges as well as wayfinding applications, merchandise and assets for use across outdoor advertising and point of sale materials.
Future Impact
The new master brand design system for Dairy Farmers is proudly captured in a digital and printed book that showcases the brands iconic story, a new vision, purpose, brand positioning and design language system. Designed to reflect the warmth and character of the master brand, the book is a celebration of the brands heritage and future focus through its portfolio unification, product innovation and fresh new packaging design system. For the end user, the strategy has been focused around helping people find the brand in-store with a design system that heros the brandmark at a larger scale in a more prominent across their core packaging.
Says Darryn Wallace, marketing and innovation director, Lion Dairy & Drinks: “The Dairy Farmers brand is synonymous with Australia and is loved by Aussie families and that is why we are so excited to be launching our brand identity, packaging and advertising campaign.
Since launch in NSW and Queensland in 2019, Dairy Farmers whole milk is seeing growth for the first time in several years.
“We’re proud of the rich history the Dairy Farmers brand holds, and the trust that Australian consumers have in the brand.” said Kathy Karabatsas, Managing Director Lion Dairy & Drinks.
“Many of the farming families that supply to the Dairy Farmers brand have been providing milk continuously to the brand since its creation almost 120 years ago, and our new master brand positioning is a nod to these families. Australia’s most trusted milk brand[2], Dairy Farmers has a proud history of delivering premium drinks and foods made with fresh milk from Aussie farms. The brand also has the highest top-of-mind recall of all white milk brands in Australia and is the #2 dairy brand nationally. [3].”
[1] Source: Our History". Student pack. Australian Co-operative Foods Limited, 30 August 2007
[2] Source: Readers Digest, Most Trusted Brands Awards, 2010 – 2016
[3]. Source: TNS Masterbrand tracking research November 2018
Systems - Commercial
<p>Commercial projects recognises that design is the means to create meaningful experiences for users, create value for people and drive profit for businesses.</p>
<p>All systems are designed to serve a purpose – and that purpose is to serve people. Systems design optimises systems performance by systematically focusing on the human component - human capacities, abilities, limitations and aspirations.</p>
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