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.
The new design reflected the yoghurt’s 5 star rustic sophistication. Elevated expressions of country with the deep, blue, textured wallpaper framing beautiful watercolours of orchard fruit in saturated tones, both of which spoke to a detailed, handmade country quality. And new discerning flavour combinations like caramelised fig cued luxe city dessert. The Thick and Creamy logo offered a dreamy, cloudlike feel with the logo’s shape reflecting the shape of a dollop of the yoghurt holding its own form.
In repositioning their yoghurt, the product was reimagined at every layer. Elevated taste, texture and creaminess befitting its 5 star rustic luxe, represented the intersection of country charm and city chic. Launched to market in 2013, Thick and Creamy performed well ahead of expectations, taking 20% of market share of the gourmet yoghurt segment.