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a case study
from cow to consumer
The story of the branding of
Ty Tanglwyst Dairy
R&M Lougher & Son
a case study
This presentation documents the design
and development process involved in the
creation of a corporate identity for a small
dairy farm based in South Wales.
It tracks the implementation of the new
identity on the business stationery, direct
marketing material, website and most
crucially, product branding.
Ty Tanglwyst Dairy
The background
Ty Tanglwyst dairy farm has a long
history dating back to the thirteenth
century.
They currently farm a pedigree herd of
Holstein cattle, the milk from which is
sold via a co-operative to major
supermarkets.
Ty Tanglwyst Dairy
The market
It is a well documented fact that the
prices farmers are able to command for
milk sold in this way is being eroded.
Forcing many long established farms to
cease trading, or look for alternative ways
of remaining economically viable.
Ty Tanglwyst Dairy
The plan
To prevent this same scenario occurring at
Ty Tanglwyst and in order to maximise the
potential returns from the quality product
that the farm produces, Ty Tanglwyst will
process a percentage of their milk on farm.
In order to achieve this, the existing dairy
needs to be upgraded to create an on-farm
processing unit.
Ty Tanglwyst Dairy
The brief
Initially, the milk that the farm produces and
processes will be delivered to the local area
(approx 5 mile radius of the farm).
As a new venture, the farm needs to raise
awareness in order to establish and build a
relationship with customers and businesses,
who will recognise Ty Tanglwyst as an
established supplier of quality milk products.
Ty Tanglwyst Dairy
The competition
Competition comes nationally from the
major multiples, convenience stores and
locally, from Bridgend Creamery.
Whilst not so much in direct competition,
other players exists in this increasingly
competitive market from producers such
as Rachel’s Dairy, Yeo Valley, Wisemans,
Cornish Dairy and Bethesda Milk.
Ty Tanglwyst Dairy
The benefits
Core benefits that need to be reflected in
the design solution:Longer shelf life
Reduced ‘food miles’ (milk being produced, processed and sold locally)
Simple traceability (produced from pedigree herd)
Contributes to local economy
Excellent animal welfare
Ty Tanglwyst Dairy
Elements to be considered
The design of the following require
consideration:An Identity for the main brand - Ty Tanglwyst Dairy
Labels for 3 sizes of bottle - 3 varieties: skimmed/semi skimmed/whole
Pre launch marketing material
Company stationery items - Letterheads/invoices/comp slips/business cards
Web site - supporting the product and promoting the dairy
Ty Tanglwyst Dairy
Elements to be considered
As the main brand, ‘Ty Tanglwyst Dairy’ will require a
strong identity which is memorable, authentic,
meaningful and differentiated. It should also be
flexible to communicate the following :High Quality
Local
Heritage/Character
Good value
Genuine
Premium
Ty Tanglwyst Dairy
Stage 1 Design Concepts
The corporate identity programme is divided
into 3 design and development stages
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Brainstorming
The design process begins with a
‘brainstorming session’.
This is an opportunity to explore all the
various elements that could possibly have an
influence on the final design. These ideas are
expressed in the form of simple words,
pictures and diagrams.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Brainstorming
The design process begins with a ‘brainstorming
session’.
This is an opportunity to explore all the various
elements that could possibly have an influence on
the final design. These ideas are expressed in the
form of simple words, pictures and diagrams.
The circled words/phrases indicate important
influences on the final identity.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Concept sketches.
Concept development then takes place with
ideas being conveyed in the form of loose
sketches for discussion and refinement within
the design studio.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Concept sketches.
These sketch concepts are never intended to
be seen by the client, but are a form of
shorthand and are created by designers for
other designers to communicate thoughts and
ideas.
The circled sketches/doodles indicate ideas
with potential for development.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Concept sketches.
These sketch concepts are never intended to
be seen by the client, but are a form of
shorthand and are created by designers for
other designers to communicate thoughts and
ideas.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Concept sketches.
These sketch concepts are never intended to
be seen by the client, but are a form of
shorthand and are created by designers for
other designers to communicate thoughts and
ideas.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Concept refinement and presentation.
The strongest ideas are taken and developed
further with a view to them being presented to
the client. They are transferred to the
computer at this point.
At this stage, consideration will be given to
how well each concept might translate on to
stationery items, although the design of these
items will form a separate stage later in the
process.
Ty Tanglwyst Dairy
The resolved concepts and the first client presentation
The 4 concepts
Concept 1 Ty Tanglwyst Dairy Identity
The typeface
This sans serif typeface was selected to create a slightly contemporary yet sophisticated feel.
The origins of concept 1
Ty Tanglwyst Dairy
The logo
The full identity
Alternative colourway
How the same identity works off a dark ground
Colour options to identify milk types
Corporate branding options
Stationery items
front
back
Concept 1 rationale in summary
Concept 2 Ty Tanglwyst Dairy Identity
The typeface
This classic serif typeface was selected to create a impression of heritage and provenance.
The origins of concept 2
Ty Tanglwyst Dairy
The logo
The full identity
Alternative colourways
Alternative format and colour options to identify milk types
Alternative format
Corporate branding options
Stationery items
front
back
Concept 2 rationale in summary
Concept 3 Ty Tanglwyst Dairy Identity
The typeface
This slightly modified version of the Baskerville typeface provides a ‘Celtic’ twist.
Alternative branding option
The origins of concept 3
Ty Tanglwyst Dairy
The full identity
The full identity
Black and White version
Corporate branding options
Stationery items
front
back
Concept 3 rationale in summary
Concept 4 Ty Tanglwyst Dairy Identity
The typeface
The combination of these two sans serif typefaces and the ‘letter spaced’ word DAIRY helps to
create a very contemporary feel.
The origins of concept 4
Ty Tanglwyst Dairy
The full identity
Corporate branding options
Stationery items
front
back
Concept 4 rationale in summary
The 4 concepts
Design Development
Invariably, a client will identify
elements from each concept which
they would like incorporated into
the final design.
In Stage 2 Design Development,
the designer will seek to combine
these specific elements into one
unified design.
Greater consideration will be given
to other elements, such as
stationery items and labels design.
Stage 2 identity development - ‘Churn’ concept from stage 1 selected for development
Churn image from stage 1
Modified shape to churn
Alternative version of logotype
Stationery - detail design and artwork
Once the identity has been
finalised, consideration can be
given to how it will be used in other
situations such as stationery.
Having agreed content, artwork for
all the items can be produced
together with a full print
specification.
Ty Tanglwyst Dairy
letterhead
front
back
Compliment slips and business cards
envelopes
Business stationery - final
Stage 1 label design
Label design
The labels have a number of functions to perform. They
must:-
Conform to certain statutory requirements
Be distinctive and stand out on the shelf
Clearly convey the corporate brand
Communicate the key unique selling point’s of the product
Easy to apply to a range of bottle sizes and styles
Ty Tanglwyst Dairy
Initial label layout (semi skimmed)
Initial label layout (skimmed)
Final label
design
Final label
design
Labels being
applied in
production unit
Stage 1 marketing literature design
Marketing material
Postcards
In order to prepare the ground, Ty
Tanglwyst took the decision to pre-empt the
launch by producing and distributing
publicity material in the form of postcards,
outlining to prospective customers the
benefits of the new product.
Ty Tanglwyst Dairy
Postcards
Ty Tanglwyst Dairy
Stage 1 website design
Marketing material
Website
Another key part of the marketing strategy
for the dairy was to launch their own
website.
Again, it is critical that the integrity of the
corporate identity as established with the
stationery and label design, is maintained
across all media.
Ty Tanglwyst Dairy
Website
The website provides an opportunity for the
farm/dairy to communicate directly with
their own consumers. It enables them to
convey in more detail the advantages of
buying products from a local supplier and to
convey in greater detail, the way the
product is produced.
The following three slides show examples
of the website format.
Ty Tanglwyst Dairy
Designed, constructed and produced in association with
by
studiosda.com
Our thanks to Ty Tanglwyst Dairy for their assistance in the production of this presentation