Dairygold Co-Operative

by | Apr 13, 2017 | Our Work

Dairygold

Positioning Ireland’s Largest Farmer Owned Co-Operative

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Client Testimonial 

Mark Keller, Head of Sales and Marketing 

“As brand visionaries, it was very clear that Frawley understood what was required in bringing a number of entities under one brand vision. They clearly understood the goals and the values of the organisation which is now reflected in the Dairygold brand. The development of the Dairygold Brand has been part of a journey that has been very beneficial and we are very pleased with the result.“

 

Background

Located in the rich fertile farmland of Munster, Dairygold is Ireland’s largest co-operative, supporting thousands of shareholder farmers for more than 150 years.

Since the early 1900s, families have been dairy farming the lush green pastures, supporting families and communities and as the industry grew, local farmers saw the opportunity to join forces by forming dairy co-operatives. In 1990, Ballyclough and Mitchelstown Co-Operatives merged to form, Dairygold Co-Operative Society.

Today Dairygold produce fully traceable, quality-assured, sustainable gold standard dairy ingredients to over 50 markets globally.

Brand Challenges   

With a lot of brand inconsistency within the organisation and a dated look and feel, Dairygold wanted to develop one corporate branded message, consistent across all business divisions and a new identity to reflect the vision to be a leading global farmer owned co-operative.

Our Approach  

Before setting out to revitalise the brand, we needed to do a lot of insight gathering. This included brand workshops, farm and plant visits and talking to key stakeholders within each area of the business. Once we felt we had a pulse on the organisation, we were able to commence development of the brand strategy.

Research & Insights 

Taking inspiration from the original Ballyclough and Mitchelstown Co-Operative logos, we identified components to be included in the new Dairygold brand identity. Research revealed that historically, the region where Dairygold cows graze was known as the ‘Golden Vein’. This was due to Dairygold’s fertile pasturelands, enabling cows to produce the most nutrient rich milk that has naturally nourished generations of consumers worldwide.

Brand Strategy 

Brand Positioning

Positioning brands around a distinct location is a proven strategy; found in examples such as Evian water, ‘from the heart of the Alps’ or ‘Silicon Valley’, the high-tech hub of the world. We believe that Dairygold can claim ownership of the ‘Golden Valleys’ based on the rich farming history of their unique location.

Brand Identity Design

Dairygold Co-Op was formed in 1990 with the merger of Mitchelstown Co-Op and Ballyclough Co-Op. Taking inspiration from the origins of the Dairygold brand identity, we retained the outer frame of the Mitchelstown logo and the interlocking rings from the Ballyclough logo. We adapted these rings to form a Celtic inspired letter ‘D’ along with a bespoke typeface. The interconnected valley symbol centred above the Dairygold typeface represents the Golden Valleys and serves as a reminder of what makes Dairygold uniquely different. A green curve completes the new brand identity, representing a strong commitment to sustainability.

Brand Activation 

The new brand identity engages Dairygold’s people from employees, SLT’s (senior leadership teams) to farmer members. It is a marker for global audiences, announcing their position in the marketplace as a global leader of dairy ingredients that naturally nourish the world.

Solutions Delivered

Strategy 

  • Brand Audit & Analysis

  • Client Research & Insights

  • Customer Segmentation

  • Brand Positioning

  • Brand Architecture

  • Brand Vision & Mission

  • Brand Strategy Roadmap

  • Branded Values, behaviours and Principles

  • B2B brand name and brand identity development

  • B2C brand name and brand identity development

  • Marketing Strategy

Design 

  • Brand Identity Design: Corporate, FI, Agri, Retail, Sustainability, Natural Guarantee

  • Brand Guidelines

  • Office/Plant/Internal Signage

  • Printed Collateral

  • Brand Reminders: Powerbank, pens etc

  • Full Livery fleet design

  • Corporate literature

  • Website design

  • Packaging design

  • PowerPoint presentation design

  • Exhibit Stand for FIE 2017 Stand

  • FIC (Food Ingredients China) Stand

  • Gulf Foods Tradeshow Stand

  • Product & lifestyle photography

Communications

  • Employee Brand Launch Video
  • Video Production for promotional campaigns

Advisory

  • Strategy Workshops
  • Go-to-Market Strategies
  • Employee Engagement

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