| Organic Valley Family of Farms
2005 ReBrand 100: notable
Order of information below: Before Images, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - At the start of Webb Scarlett deVlam’s relationship with Organic Valley, the farm cooperative was using at least 12 different brandmarks; a change seemed to be made with each new product launch and repackaging strategy. Strategy - Webb Scarlett deVlam (WSdV) unified the OV brandmark into one ownable branding system that could be applied across all SKUs and media including packaging, web, advertising and apparel. To build brand equity and brand recognition, we established a new brand architecture with consistent colors, typography and visual elements that help the brand to stand out at POS but also maintain the cooperative’s rural origins and emphasis on purity and nature. WSdV has managed and implemented a complete redesign of Organic Valley's portfolio, approximately 240 SKUs of dairy products and juices. Result - Since the redesign, OV’s milk brand has become the top-selling organic milk along the entire eastern seaboard.” Credits : Client : Organic Valley Family of Farms - www.organicvalley.com Creative Firm : Webb Scarlett deVlam - www.wsdv.com Organic Valley Team: Carrie Branovan: Creative Director Theresa Marquez: Marketing Director Andy Radtke: Design Manager Lori Schaefer: Production Manager Webb Scarlett deVlam Team: Ronald de Vlam: Brand Strategy Richard Barkaway: Creative Director: - Brand Mark Design and Development - Milk Carton Design - Soy Milk Carton Design - 11oz Single Serve Bottle Designs - Egg Carton Designs Phillip Karnezis: Orange Juice Carton Designer Jessica Lissner: Stationery Design/Packaging Development External Design Team: Horst Mickler: Calligrapher, Type Stylist: Keith Skeen: Master OV Barn Scene Illustration Larry Milam: Woodcut Landscape Illustrations for Milk Cartons Boris Zlotsky: Soy Milk Carton Illustrations Christian Yah: Single Serve Agave Cartoon Illustrations Cam Chapman: Orange Juice/ Grapefruit Juice Photography Teri Campbell: Orange Juice/ Grapefruit Juice Photography [back] |
