Australian retailer Woolworths has introduced Private Brand milk that directly addresses the changes that have impacted in milk processing. The new processes omit the use of permeate in milk and provide consumers with milk ‘the way it should be’. The changes have resulted in a restructuring of their Private Brand portfolio, removing the entry tier brand and delivering a new Permeate Free offering under the Woolworths Select mid-tier brand.
The resulting design solution by Marque Brand Consultants fully embraces the passion Australian consumers have for supporting Australian farmers and convey local sourcing by State.
The design strategy was to take the customer back to the farm – the local farm – reassuring them of the purity of the milk. Dairy cows are seen grazing on fresh grass and with a farm’s traditional, old, hand painted wooden signpost loudly calls out the key selling messages of ‘Permeate Free’ and the State of production (NSW, VIC etc).
The category variant colors provide easy navigation on shelf. This area of pack also drives the range’s supporting message: “Farmed Fresh. Australian Milk. Purest Quality”.