Featured image for Mainland Dairy Products

Mainland Dairy Products

by Theresa Christine Johnson on 09/13/2016 | 3 Minute Read

Editorial photograph

“Good things take time, but they can't stand still.” An iconic New Zealand dairy brand, Mainland, was starting to look a bit too ordinary. They turned to Dow Design Ltd for a much-needed makeover that was equally subtle and profound, hoping to gain back their premium edge and show off their credentials.

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“The addition of a shadow image of Mainland’s Central Otago heartland, more muted variant colours, and a crafted treatment of the fonts, all add up to a sophisticated makeover. But it was the addition of a flavour scale, and tightly linking Mainland’s unique ageing process with its distinctive taste profile, that has really step changed the mainstream cheese category. A makeover that has made Mainland anything but mainstream. So yes, good things take time, but not too much time if you want to stay ahead of the game.”

Editorial photograph

Mainland’s new look is confident and strong, much like some of the flavorful cheeses they sell. In the background of the packaging we see tall mountain peaks, a nod to where the dairy products are made. The phrase “Good things take time” is incorporated into the logo, emphasizing that they put solid production practices before anything else. A large sans serif font is used for each product type, exuding a modern and bold attitude. Deep, rich colors feel mature and build up the consumer’s trust in the brand.

Editorial photograph

Designed by: Dow Design Ltd

Client: Fonterra

Country: New Zealand

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