Thursday, April 25, 2024

Refreshing Brownes milk with pack redesign

Boxer & Co. has redesigned the packaging for West Australian dairy brand Brownes’ White Milk.

Brownes Marketing Director Natalie Sarich-Dayton said the product’s previous packaging was too “rational and one-dimensional” and the company knew it needed to invest in refreshing the pack design of its entire milk portfolio.

“Our new packaging needed to achieve real impact on-shelf and also tell the Brownes story – of an innovative, contemporary company with a deep passion and heritage in WA dairy,” she said.

In the design solution for Brownes’ White Milk, provenance and purity both took a leading role. The design solution focuses on colourful WA sunsets, which flood the Tetra Paks with variant colour, making navigating the range simple.

Dairy cows are silhouetted in front of the setting sun, demonstrating the straight-from-the-farm nature of the product, but taking a step away from the typical green grass/blue sky/black-and-white cow image that is formulaic on milk packaging.

The hand-crafted typography on the front of pack is a nod towards Brownes’ heritage, but executed in a way that has modernity and a strong on-shelf legibility. The design wraps around the pack, forming a WA landscape that is unique to each pack, and also tessellates on-shelf across variants. In the speciality range, people are added to the horizon, playing out scenes that are relevant to each variant, such as a child flying a kite, on the Junior Milk.

“It was important that we kept Brownes focused on their number one position, creating a pack that really connects with consumers by reminding them of the Brownes they have grown up with, but doing so with a fresh, modern approach,” Boxer & Co. Creative Director Mark Haygarth said.


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