Western Australian dairy brand, Brownes has received a packaging makeover courtesy of Sydney-based packaging agency, Boxer & Co.
With a focus on provenance and purity, the new design features colourful Western Australian sunsets that flood the Tetra packs with variant colour, making navigating the full range incredibly simple.
Dairy cows are silhouetted in front of the setting sun evoking the connection between the paddock to plate nature of the product, however the design deliberately steered away from the typical green grass, blue sky and black and white cow that is so often displayed on milk packaging.
“It was important that we kept Brownes focused on their number one position, creating a pack that really connects with consumers by reminding them of the Brownes they have grown up with, but doing so with a fresh, modern approach,” said Mark Haygarth, creative director, Boxer & Co.
With increasing competition within the milk category, Brownes marketing director, Natalie Sarich-Dayton said that the company knew they needed to invest in a design that set their brand apart, while focussing on the products quality and WA credentials.
“We knew we needed to invest in refreshing the pack design of our entire milk portfolio. Our new packaging needed to achieve real impact on shelf and also tell the Brownes story, of an innovative, contemporary company with a deep passion and heritage in WA Dairy,” said Sarich-Dayton.
“We invested a lot in strategic research and wanted a specialist packaging agency that had the capability to translate the insights and understanding into something really creative and engaging. Boxer & Co. really hit the mark; their creative portfolio coupled with their proprietary strategic approach proved to us that they could deliver.”