The Situation:
Oberweis Dairy is a Chicagoland small business with great dairy products, including rBST- free milk that come from cows living on local family-owned farms. I wanted give them a modern update to their branding.
The Details:
I examined their existing product packaging and marketing devices to create new brand standards for the dairy. The new system emphasizes the company's focus on family ideals and is cohesive across products. Four fresh colors emphasize the energy of this family owned brand.
Logo
My first step was to create a new logo to improve consistency and legibility. Old branding is pictured below.
My new logo puts the company's family values in the forefront, and relies on the soul of company: cows! It resembles a seal to represent the customer's 'seal of approval.'
Packaging
In my rebrand, Oberweis' iconic reusable glass bottles got an updated look. The glass bottles are both environmentally-friendly and economical for the company because they can be reused, and will help foster brand loyalty. Oberweis produces three types of milk: Fat Free (yellow), Whole (blue), and 2% (pink). The colorful caps will help customers easily located their preferred product.
I also created a line of plastic packaging. The plastic packaging will be perfect for customers who require product in smaller quantities, since these bottles will only come in quart and pint sizes for economic and environmental reasons.
The ice cream packaging was especially important in this redesign because Oberweis is known for its iconically rich ice cream. I chose to feature the high-quality ingredients in each flavor prominently on the packaging.
Store Front
I also updated the company's store front branding to align with the new packaging.
The new uniforms for dairy store employees reflect the fun, family-friendly environment that Oberweis aims to cultivate.
Production and Delivery
Oberweis has a thriving home delivery service. A fun, colorful truck will provide free advertising and create brand recognition.
Since Oberweis manufactures its products in its own facilities, I opted to include a plant uniform. It includes cow print lab coats, hart hats, jumpsuits, and most importantly, work boots. The hard hats can be used to distinguish employees' positions, seniority, and to distinguish visitors and new employees.
Last but not least, I updated the raw milk trucks. These trucks travel to Oberweis' family-owned farms to collect fresh milk and deliver it to the Oberweis in Aurora, Illinois. They travel long distances, so consistent branding here allows ever more people to see the new Oberweis logo.
