Absolute became Trewithen Dairy’s creative agency in January 2012, after a structured tender and six-way pitch. The initial brief was to completely rebrand the Dairy: its packaging, communications, digital and social media presences and overall tone of voice. The client says the tender’s detail and its understanding of the brand were key to its success; these features also became the hallmark of Absolute’s subsequent success once work began. Not only did the agency show a full understanding of the Dairy’s business, it also had plenty of ideas as to how that business might be moved on by the rebranding process. At the core of this process has been the complete redesign of all the Dairy’s retail packaging (three kinds of milk, clotted cream, single, double and whipping cream and butter) and, to run alongside this change, a clear set of brand guidelines to ensure consistency across marketing campaigns, guidelines which refer not just to the packaging itself, but to the reinvented voice it features. Not only has the client been delighted with the rebrand from the point of view of how it looks, and what it says about the Dairy, but the objective ways to measure its success all point in the same direction too. The client’s objective was to gain regional (South West) listings for its products in ’The Top Four’ national retailers. Before the rebrand, the Dairy had six SKUs listed in three Cornish Asda Stores; it now has four SKUs listed in 14 South West stores, and one SKU listed in 150 stores nationally across Asda’s ’Supermarket’ format stores, in addition to its original listings. There’s also a confirmed listing of three SKUs in Tesco’s South West stores as well as strong interest from Sainsbury. Although the client still has long-term objectives, its success to date is due to packaging which is unique and distinctive, supported by a strong launch and continuing marketing driven by Absolute.
- Creative Directors Helen Blake
- Art Directors Mother, London
- Designers –
- Illustrators Ben Newman
- Photographers –
- Editors –
- Copywriters Hard Working Words