This week Richard critiques the Sunnyside Farms Before & After feature.

Established in 1981 Sunnyside Farms, part of Super Store Industries, is a producer and distributor of fresh milk and fruit products to the states of California and Nevada. They approached San Francisco based design agency Murray Brand Communications to develop “a new look that communicates fresh, friendly and local without using a cliche farm scene.”

“Seeking to redesign its packaging for more than 300 SKUs, Sunnyside Farms hired Murray Brand Communications to create a new look for its dairy portfolio of products. Following a comprehensive category audit, the Murray Brand team recommended a simple design approach that avoided the use of the seemingly obligatory and cliche farm scene found on so many dairy products. This suggestion led to the development of the “happy birds on a fence” design. Not only does the packaging architecture visually convey a message of friendly, fresh and local, but the engaging bird characters are iconic and contribute to heightening brand awareness in every category of the dairy section.”