Background
Wisconsin truly is America’s Dairyland. With approximately 9,600 dairy farms and over 1.27 million cows, the dairy industry is the pride of the state and the foundation of its economy. The amazing landscape and dedicated farmers produce some of the best milk in the world. Back in the Ice Age glaciers once covered the state. When they melted, they left behind a countryside of rolling hills and lush grass ideal for pasture. This matched with a model climate made Wisconsin the go-to destination for European immigrants, who had a vast knowledge and passion for dairy farming and cheesemaking.

Assignment
The assignment of this project was to showcase Wisconsin’s rich dairy heritage.

Approach
Shine concepted and designed a three-part poster series that celebrates Wisconsin as a land of goodness. The posters were designed to share the bounty of dairy in the state through enchanted and unexpected visuals. A train loaded with delicious cheese rolls through the countryside; milk is hauled to town and stored in giant glass milk bottles; and colossal sticks of butter are rigged onto logging trucks. All in a day’s work in America’s Dairyland.

Concepted by Shine, the series was illustrated by Jeff Foster, who pays homage to Wisconsin’s dairy heritage with his nostalgic and fascinating illustration style. The posters paint a captivating and magical portrait of the strength of Wisconsin dairy for both the state and the nation.