Proudly Dairy Milk from David (the cow)

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Living in Melbourne is a constant peer-pressure to switch to alternative milks. Introducing St David Dairy, a local micro-dairy in Fitzroy. Our team wanted to design a brand refresh that was traditional but also sustainable, proudly dairy, locally produced. Not taking ourselves too seriously and having fun with the process. In our brainstorm sessions, we thought back to old-fashioned milkman deliveries in glass bottles, so that first our starting point for how we envisioned the brand.
Contents: 
  • Branding
    – Mascot Design
    – Early Mascot Concepts
    – Logo & Wordmark
  • Applications
    – Posters & Magazines
    – Storefront
    – Packaging & Merchandise
Key Skills: 
Brand design, illustrations, mascot design, visual identity, packaging, logo, typography, colour, presentaion.
Collaborators: 
Jacques Cooney Adlard, Ning Ding, Joshua Cornell
Illustrator
InDesign
Procreate

In this brief we were asked to refresh an existing brand of milk of choice. The objective learning from this brief is branding & visual identity, and the project scope covers logo design, print packaging and poster design, and various points of sale.

Our group explored full cream milk options, in search for a unique and niched brand that could use an upgrade. We identified with St David Dairy, a local micro-dairy based in Fitzroy, Victoria. There was a gap in the market for a proudly dairy milk brand, and St David felt perfect for a nostalgic and organic brand identity.

Check out St David's Dairy official site →

Branding

Mascot Design

In our team, I was in charge of designing a friendly approachable mascot as the face of the brand. A few key goals we wanted our brand to deliver: 1) our brand was proudly dairy, and 2) the emphasis of locally and traditionally produced. We knew we wanted something hand-drawn, that called back to retro, old newspaper cartoons, which also became our image for marketing. After multiple iterations, we finalised our sketches with a goofy, adorable cow named David.

This includes different linework and colour designs for David. The fun part was designing different personalities for David, from the above we have: Birthday-David, Umbrella-David, Flower-David and more. Multi-personalities of David was something we could apply to seasonal or celebrational marketing campaigns. Or perhaps creative collectibles to encourage consumer sales. Our brand refresh aims to foster connection with the local community and reward customer loyalty.

Early Mascot Concepts

Dairy Friends! A much more colourful concept, but wasn’t as impressionable as we would’ve liked. The art style felt more modernised for a cartoon.

Cartoon depiction of a saint? Nun? This concept didn’t go far. We decided to abandon this art style entirely.

Logo & Wordmark

Similarly with the mascot, we wanted a logo wordmark with a typeface that felt retro, but not so much that it felt detached and unapproachable to the modern day.

Applications

Posters & Magazines

Storefront

Packaging & Merchandise

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