Safeway asked Trinity Brand Group to create a timeless and relevant look for its fragmented private label dairy brand. The new packaging system for Lucerne would need to be iconic yet flexible enough to create a memorable brand impression across the 475 skus and 20 categories it spans. Research had shown that existing packaging felt boring, lacked pride and did not inspire cross category awareness or purchase.
Trinity laid the groundwork for a memorable and distinctive solution by first identifying truths within dairy and within this 110-year-old dairy brand.
Milk, that key ingredient in all of dairy, holds a powerful link to childhood and motherhood, both of which have highly emotional associations around freshness, wholesomeness and nurturing. Lucerne had a long history and deep roots in the idyllic coastal Northern California dairy farming community. Combined, these insights provided fertile ground for an enchanting brand story.
We brought our findings to life in a brand manifesto of “Celebrating Life’s Simple Pleasures” which captures the magic of a place where life is unhurried, uncomplicated and unpretentious - where it’s the simple things that matter most.
The new identity and package design brings a visible sense of place (the quintessential Northern California dairy farm town) and a profound feeling of humanity (the dairy farming family) to the brand.
The iconic brandmark captures the wholesome, simple freshness of dairy and reinforces Lucerne’s long history of dairy expertise. Customized pure white letterforms evoke an historic dairy brand rich in personality and character. The introduction of “Dairy Farms” to the brand name and an illustration of the shared moment between a farm girl and her cow imbue the brand with an authentic sense of place and an enduring innocent charm. Finally, the iconic milk churn symbol bookended by “Since 1904” reminds consumers that Lucerne has been delivering the simple joy of dairy fresh for over 100 years.
The rest of the packaging elements appear on a pure white field to express the fresh simplicity of the products within. While the distinctive midnight blue silhouette of the brandmark remains consistent across the system, the sky and typography color adapt across product types to ensure a cohesive system that feels as right in the cheese aisle as it does in yogurt, milk or ice cream.
Photography, when used, contains bright props of color with styling that always has that perfect touch of charm – a striped ice cream cone wrapper, a cherry-topped ice cream sundae – for imagery that can’t help but make one smile.
The end result is a timeless, iconic brand and a dramatically stronger presence on shelf.
Our clients at Safeway were thrilled. Bill Luna, the Director of Packaging Operations for Consumer Brands stated “Trinity’s design helped us break barriers and create a timeless design system.”