Dairy Farm in Hong Kong currently have a new objective to create new private label (category specific) brands that are more relevant to consumer need states. They want these brands to look more appealing and less like private label, in order to compete with national brands. They aim to offer better value for money and in turn drive sales.
The client already had a dairy category brand called Southdale Farm covering all processed dairy products. They wanted to extend the product range to natural cheese which needed a more premium and 'grown up' look versus their processed products.
We created a simple system with strong colour coding and a number system to help educate consumers. A sense of provenance and a greater level of crafting helped to achieve a more premium feel for the range.