Key Dates
Image Credit :
Project Commissioner
Project Creator
Project Overview
Dairy Farmers A2 Goodness celebrates the wholesome generosity of Australian farms with pasture raised, free roaming cows. A2 Goodness is anchored in vitality delivering a sense of freedom and happiness.
Team
Darryn Wallace - Marketing and Innovation Director, Lion Dairy & Drinks Rogerio Pereira - Consumer Insights & Planning Manager, Lion Dairy & Drinks Sharon Winton – Marketing Director – Portfolio Expansion, Lion Dairy & Drinks Bridie Cowell - Head of Brand – White Milk & Specialty Brands Lion Dairy & Drinks Mary Stafford - Marketing Manager White Milk & Culinary - Lion Dairy & Drinks 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
Happy Cows = Happy Gut = A2 Goodness!
Dairy Farmers sought to further cement their market positioning of ‘wholesome generosity that embodies the Australian country spirit’ and their portfolio offering through the inclusion of a new range of flavoured and white milks that carried the potential benefits of the A2 protein.
Lion Dairy & Drinks marketing and innovation director, Darryn Wallace, said: “We’re excited to bring Dairy Farmers A2 Goodness to the Australian market from milk that is sourced entirely from Australian farms with pasture raised, free roaming cows. We know how popular A2 protein milk is, so it’s a natural fit for our iconic Dairy Farmers brand to offer consumers greater choice.”
Project Innovation/Need
Dairy Farmers sought to further cement their market positioning of ‘wholesome generosity that embodies the Australian country spirit’ and their portfolio offering through the inclusion of a new range of flavoured and white milks that carried the potential benefits of the A2 protein.
Design Challenge
As a challenger brand to an tightly held A2 space in market, Dairy Farmers A2 Goodness needed to bring a distinctive and compelling brand solution to consumers that would offer compelling ‘new news’.
Key challenges of the proposition:
- Express the perceived health benefits of naturally produced A2 Protein without explicitly stating it through naming and design
- Achieve high visual impact in the fridges and create disruption to the category with a design aesthetic born from the Dairy Farmers brand language
- Communicate the commitment and love the brands farmers share with their cows and the positive impact this has on the end produce
Effectiveness
This range is cheeky and joyful - bringing to life the happiness of the Dairy Farmers A2 Goodness cows and their natural free-roaming farm lives. The design system has been crafted to be naturally imperfect - avoiding the clinical semiotics of the competitors and loosening things up in-line with the Dairy Farmers spirit.
The Edison Agency’s creative solution bring optimisim and joy to Australian fridges with a unique hand-painted watercolour of one of the cheeky ‘Goodness’ cows. She is the embodiment of the pasture raised, grass fed cattle that naturally produce milk with only the A2 protein and demonstrates the love and care Dairy Farmers cows receive. Living the good life!
A freeform, gestural shape was uniquely diecut to house our distinctive yellow range tone representing the natural vitality benefits of the product and establishing a distinctive shape, colour and character for consumers to shop.
SCOPE:
Image Creation, Naming, Packaging Design,
Production Management
Tags
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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