Success Stories

Client: Brownes

New Branding and Packaging Design

September 09
Branding
Packaging

The project objective was to re-connect WA consumers with the Brownes brand. Fonterra/Brownes redesigned its logo and white milk packaging launching a new look into the marketplace in September 2007. There were several issues with this and the ensuing packaging design, those of which included, Brownes brand heritage was not taken into account, Western Australia’s parochial attitude wasn’t considered, Local market conditions were ignored, thereby allowing competitor brands to push forward with their local, WA positioning – and win in the market place. An opportunity existed in reconnecting with the brand’s heritage, delivering an on-shelf presence that WA consumers can relate to, clearly signifying the brand’s leadership position.

The brand logo was redesigned to take into account the ‘early years’ and where the existing logos had morphed from. The result accumulated in a rediscovery of the essence of the brand, its heritage and long standing existence that was communicated ensuring modernity was achieved. The pack design and visual language on pack was then developed and freshness cues were paramount. The range carries the visual language across all packs and is an ownable device that stretches across all brand communication.

About Brownes

Brownes is the leading dairy brand in Western Australia with a long and respected heritage dating back to 1886. The Brownes brand has the highest consumer recall in the WA market thanks to the brand’s reputation of quality and reliability. The brand forms part of Fonterra’s diverse portfolio of Australian local brands.