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To capture the essence of Tillamook’s trailblazing past and ongoing commitment to quality and joyful personality in a modern way, create consistency, build awareness and motivate trial. The target is real foodies - with a bullseye of discerning millennial moms who crave authentic stories and a fresh take on heritage. We worked with Tillamook from design strategy, through design execution, to mechanicals and a brand guide. Creating a system for over 350 SKUs across 6 dairy categories.
A heritage-inspired wordmark conveys a touch of nostalgia. Its bold use imparts a fresh modernity. The Morning Star ship, a historic symbol of innovation, is redrawn and liberated. Reimagined as a barn-top weathervane, it now provides a meaningful link between the past and the today’s continuing farmer-focus. The packaging design system has a consistent architecture and color system, creating impact and easy navigation at shelf. The tonal barn roof stages the wordmark, icon and variant story.
Our clients reaction to the work we produced: “The clean packaging reflects our brand and products with its simple, approachable and bold design. We are thrilled with the new system, and so are our consumers.”