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Glenilen Farm 2011 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Ireland
Industry/Sector: Food
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Glenilen Farm is a family-run dairy farm in the heart of West Cork, Ireland, producing a range of delicious products using highest quality ingredients. As the company grew, it needed a new brand & packaging to reflect a steadfast belief in the goodness of wholesome, natural food.

Challenge
To refresh the brand in a manner that attracted new consumers to Glenilen Farm products in the face of a crowded marketplace. Also required was tone-of-voice and packaging design that allowed the genuine, simple and honest nature of Glenilen Farm to be expressed on and off pack. The brand needed to reproduce well across a wide variety of pack formats, substrates and printing techniques.

Strategy
The new Glenilen Farm logo, “Sally and Sue”, drew provenance from ‘Anniken and the Cows’, a painting by Canadian artist Robert Duncan. The painting, which hangs in the farmhouse of Glenilen Farm, is a simple and honest portrayal of farming life and so aptly represents the Glenilen Farm brand. Pack designs and tone-of-voice were developed to reinforce the repositioning of Glenilen Farm as producers of authentic farmhouse products. The design differentiated itself through a strong typographic style, the use of simple language, packaging formats and the reinterpretation of traditional dairy colors (blue and white).

Result
In the face of extreme economic downturn, sales rose considerably. Glenilen Farm increased their stockists throughout Ireland with the rebrand cited as a strong influencer in new stockists’ decision-making. The brand tested so well in Great Britain that Glenilen sought stockists there and is now sold in Selfridges (London) and Waitrose supermarkets. Public response to the rebrand was also strong, with customers referencing the new packaging in many comments left on Glenilen's website (www.glenilen.com) and Facebook page.


Credits:

Client: Glenilen Farm - www.glenilenfarm.com

Brand Strategists/Designers: The Brand Union Dublin - www.thebrandunion.ie
Creative Director: Oisin Hurst
Account Manager: Demot O'Shea
Production Manager: Cathal MacDonagh


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