The Complete Dairy Rebrand

The Edison Agency - Complete Dairy

Adding energy and guts to the white milk category. 

The Complete Dairy (TCD) is a range of naturally filtered high protein milks — a delicious tasting, natural product with the nutritional benefit of 70 per cent more protein than regular full cream milk. Put simply, it’s milk + science. The Edison Agency was approached by Lion to help shift the brand from a functional pure protein platform to a concentrated nutrition — a holistic message that incorporates all the natural health benefits of the product and speaks more directly to an audience who were focused on better health and nutrition for themselves and their families.

The design change was significant with the introduction of a heroic ‘C’ and Complete Dairy wordmark device that symbolises the bold and dynamic attitude of the brand. Poor shelf cut-through and had been one of the core challenges we had been briefed to address so significant disruption was required to compete in one of the most cluttered retail environments possible.

The dynamic TCD milk ‘swoosh’ was crafted using ink and brush to keep the authentic and natural messaging of the product. As a distinctive brand asset the Swoosh brings a sense of natural energy and strength, and is flexible enough to be used across a range as an integrated communication asset. The solution is proud and brave — just what the white milk fridge needs in a sea of cows and navy blue!

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Design Agency Name: The Edison Agency
Organisation/Project Type: Agency, Published Commercial Design
Article Title: The Complete Dairy Rebrand
Brand / Project Name: Complete Dairy
Project Type: Consumer Brand Redesign
Strategic Deliverables: Consumer Brand Strategy, Consumer Product Naming, Consumer Tone of Voice, Consumer Product Brand Architecture
Design Deliverables: Consumer Branding, Consumer Graphic Packaging Design
Location: Australia
Market Country: Australia
Market Region: Oceania
Project Category: Dairy
Consumer Packaging Format: Bottle
Consumer Substrate / Material: Plastic