Freshways has revamped the packaging across its range of milk in a bid to boost recognition and “bring fresh energy” to the brand.
The revamp was undertaken by London-based creative agency White Bear, whose challenge “lay in the juxtaposition between Freshways’ popularity and its lack of brand recognition”.
Freshways’ products “were a regular choice in cafes, shops and consumers’ homes, and yet, often, people were unaware of the brand they’d purchased”, the agency said.
Tasked with modernising its brand identity, White Bear said its work “reflected on the essential qualities that set the company apart in a competitive market: Speed of delivery and exceptional customer service”.
Its redesigned logo will now roll out across packaging app design, website, digital communications and merchandise. New packaging also carries a stylised milk bottle or carton figure in superhero attire.
“Working with White Bear transformed not just our brand, but our business strategy,” said Freshways marketing director Arun Nijjar.
“They didn’t just deliver creative work – they became true strategic partners who took the time to deeply understand our business challenges,” Nijjar added.
“They’ve helped us build a brand that our team is proud of and our customers connect with.”
The rebranding marks the latest move in a busy 12 months for Freshways, which acquired Müller’s Milk & More this time last year. The supplier further added to its portfolio in September by snapping up milk supplier Totally Welsh Dairy.
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