Dairy Farmers had enjoyed a longstanding presence in mainstream yoghurt but it had come time to shake things up. Working collaboratively with the client, we recommended they rework the formula and reposition the brand as a richer, more luscious yoghurt that could retain the essence of the country, but also be a new niche player in the gourmet yoghurt category.
Inspired by the textures and charm of a warm country kitchen, the new brand identity merged the strong cues of country with the energetic vibe of luxe city style. Because unlike other yoghurts, Thick and Creamy was made with both full cream milk and cream. It stood proud in both texture and flavour and commanded attention. It was complete and didn’t need embellishment.