PB Creative develops a new brand concept for a range of artisanal rare-breed dairy products, in response to a direct-to-consumer challenge set by FMCG title The Grocer.
The success of the dairy sector has been dwindling recently. Public health campaigns and concerns about animal welfare have taken their toll, with many consumers falling out of love with mainstream brands in favour of sustainable, ethical products with a clear and trusted provenance.
With this in mind, PB Creative developed Rare, a cooperative organic dairy brand that works with farmers of native British breeds to celebrate and bring their goods to this discerning customer.
A rare concept
Aimed at the higher end of the market, the products, including curds, shakes, milks and cheeses, are made with the milk from different heritage breeds, each of which has its own unique flavour profile. So, for example, a white truffle brie is made with the grassy, sweet milk of a Shetland, and a heather honey milkshake with butterfat-rich Highland milk.
The individual breeds, with their impressive brindle coats and multicoloured markings, also inspired PB Creative’s packaging designs. Each product is presented in a way that showcases the breed that provided the milk, further strengthening the connection between cow and customer.
All the farmers have been brought together under the Rare umbrella, creating a unified brand identity and voice. An understated black circle contains a subtle and sophisticated typeface that echoes both the cows and the milk. The upper curve of the ‘R’ represents a horn and the downward stroke an ear; droplets portraying milk can also be seen in the ‘a’, ‘r’ and ‘e’.
On the Rare website, customers will find a map pinpointing the locations of the farmers involved, together with information about the breeds they keep and the products they make. Shoppers are invited to purchase individual items or go for a ‘taste of Britain’ selection of ten, which comes in a wooden box with innovative and environmentally friendly Woolcool lining. There’s also a handy recipe card providing inspiring ways to enjoy the products.
And five per cent of every purchase goes to the Rare Breeds Survival Trust, whose purpose is to secure the continued existence and viability of the native farm animals of the United Kingdom.
A stable partnership
Co-director Ben Lamberts says: “The current dairy system doesn’t work. It’s not good for consumers, cows or farmers. We wanted to celebrate the cows, so we made them the star of the show. The strategy behind the brand, the way the packaging looks, the products themselves, all point to these remarkable heritage breeds.
“Everyone is more aware of what they’re putting into their bodies. With Rare, they can be confident that the product is not only good for them, with no hormones or antibiotics, but good for the animals and those that raise them too. Our concept relies heavily on partnering with British heritage farmers, whose farms are fast becoming an endangered part of our culture.”
Designer : PB Creative
Locality : London, United Kingdom
Project : Rare Heritage British Dairy