The Edison Agency was engaged by Lion Dairy & Drinks to 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. The brand was fragmented and tired, needing revitalization to align its identity with the quality and integrity of its products.
“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" - Amber Bonney, Founder and Head of Strategy, Edison Agency.
The outcome was a new Masterbrand design system and portfolio architecture strategy, developed over many months of talking, listening, sharing, reading, prototyping, making, and crafting. The new master brand design system was proudly captured in a digital and printed book showcasing the brand's iconic story, new vision, purpose, brand positioning, and design language system. The book was designed to reflect the warmth and character of the master brand, celebrating its heritage and future focus through portfolio unification, product innovation, and fresh packaging design.
