Barambah Organics
How dairy is meant to be.
Barambah Organics produce fresh dairy products, but their packaging design was close to its expiration date.
For multi-award-winning Australian diary producers Barambah Organics, there was no denying that their milk, yoghurts, cheeses and smoothies had a far delicious taste than other products out there. However, their overall appeal was being let down by their uninspiring packaging, letting them fade into the background on the crowded supermarket shelves.
Our mission was to make Barambah Organics shine while remaining true to their passion for making the best-tasting dairy in the most suitable way possible. We first provided them with strategic direction for their core brand Barambah Organics and their sub-brand East Coast Sustainable Diary, a new entrant featured in limited stores struggling with uptake due to its low awareness.
Through initial insight gathering, we identified that consumers inherently want to support Australian products, know where their food is sourced from, and have an overall inclination for healthy eating. They value good proper food that is tasty, healthy and natural, with no messing around. These insights informed our new brand positioning and overarching brand line: Barambah Organics, How dairy is meant to be; and led us to develop four brand pillars to help communicate our brand story: organic, award-winning taste, locally authentic and sustainable approach. In applying this brand strategy to their visual identity, it was clear the brand had to remain authentic and traditional in nature.
We refreshed Barambah Organic’s visual identity and rolled out a suite of new packaging designs for Barambah Organics and its niche brand East Coast Sustainable Diary.
We retained elements of the conventional dairy aesthetic through typography and the bold use of blue, crafted and refined their original logo and implemented a more vibrant colour pallet to distinguish between product variants. We then positioned East Coast Sustainable Dairy as a sub-brand of Barambah Organic to leverage the existing brand presence while instilling a sense of credibility and strong brand sentiment. As this product range is made in Bellinger, we found the opportunity to connect this brand to its coastal roots by introducing a graphic wave and light colour palette to further reflect a coastal aesthetic. Overall, refreshing the range required over 65 product labels to be redesigned.
The result was a fresh and vibrant range of packs that had the flexibility to allow for new products and flavours to be introduced into the fold and a new look that would certainly grab our consumer’s attention in-store.
The new range of packaging for both Barambah Organic and East Coast Sustainable Dairy was launched in supermarkets in early June. Their new brand positioning and story are now featured across multiple channels, including their website, print collateral, point-of-sale, and marketing material shared with their retail partners.
By engaging with staff, consumers and key stakeholders throughout this entire process, we were able to create a truly authentic brand that not only would appeal to our consumers but form a brand that people from Barambah Organics would be proud of.
