Dairy Farmers Heritage
Client Lion Dairy & Drinks
Category
  • Packaging & Brand Identity
  • Packaging Design
Scope of Work Branding / Packaging

How do you take 120 years of heritage and create something new within a congested retail space?

That was the challenge posed to The Edison Agency when Dairy Farmers saw an opportunity to launch a premium white milk that spoke to the core values and story of the brand. Proudly Australian, Dairy Farmers has been connected with Australian farming communities for over a century and has been at the forefront of delivering the highest quality milk to Australian families. Dairy Farmers’ latest offering, a rich and creamy full cream milk truly embodies the generosity and wholesomeness of the Dairy Farmers brand and its’ iconic legacy.

Following a deep dive into the history of the brand, several beautiful authentic stories and iconic designs were uncovered which were instrumental to creating the new heritage-inspired series. The Edison Agency’s design team paid homage to the character and charm of the  multi-generational farming families by honouring their legacy. Captured by renowned Australian photographer Jason Lerace,  the careful recreation of a historical photograph became the central idea that delivers the warmth, humour and charm of those hardworking Australian dairy farmers. The photography was captured in a picturesque NSW heritage site that housed the original barns and farm yard that contributed to the early decades of the brand as a farming co-operative.

The new design system was created specifically for the Heritage Milk series to separated it from the core portfolio and utilised the original 1925 glass bottle embossing. This wholesome range proudly boasts packaging that is made from 50% recycled materials, a true union of celebrating the past whilst moving towards a better future for all Australian families and helping ensure the sustainability of Australian farmers.

Want to know more about this project? Contact us.

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