Breakstone’s Brings Culture Back To The Dairy Aisle With Brand Overhaul
by Chloe Gordon on 07/13/2021 | 2 Minute Read
Known for their cultured dairy products, such as their cottage cheese and ricotta, Breakstone recently elevated their branding system with the help of creative agency Brand Opus. Everything from the packaging to their social media assets, the design is updated while still being recognizable.
The new design is rooted in the idea of "enriching the every day with craft and care" to reconnect with customers while delivering a fresh and contemporary manner. The colorful packaging helps bring a more lighthearted side to the brand, and the updated yet traditional logo is a nod to the fact that the brand has been around since 1882. When a brand can update its packaging in a way that stays true to the roots of the brand yet still bring a modern touch of youthfulness, you know that they've cracked the code.
Kraft Heinz has unveiled a modernized look for its cultured dairy brand Breakstone’s, with a view to reconnect with consumers. BrandOpus, the global branding agency behind the redesign, has refreshed the brand’s identity, pack design, social assets, as well as the website - launching later in the year. The elevated design provides a contemporary twist on Breakstone’s rich heritage and will be hitting US grocery stores on the East Coast and Mid-West.
Founded by the Bregstein Brothers in 1882, Breakstone’s is best known for its cultured dairy staples of cottage cheese, sour cream, and ricotta. Now part of the Kraft Heinz portfolio the brand’s home remains in Walton, NY, where it continues to nurture its traditional crafting methods – hand cut and triple churned – to deliver the same rich tasting dairy products, 130 years on.
The heritage brand has been faced with budding rivalry and new entrants in recent years. The BrandOpus team were briefed to boost contemporary relevance – re-establishing what makes Breakstone’s unique for today’s consumers. Research highlighted that although the brand was deemed reliable and credible, it was showing up in the world as formal and old-fashioned. Playing into Breakstone’s unique heritage and expertise, the new design is rooted in the idea of “enriching the everyday with craft and care”.
- Creative Agency: BrandOpus