About Design Wales and this case study.

Design Wales provides support for individual Welsh businesses as well as undertaking a wide range of activities to encourage and develop the use of design in Welsh industry and education.

This case study is intended to be used as a resource for both education and individuals interested in finding out more about design. Developed by the designers who undertook the original project, the case study can be viewed as a whole story or individual slides can be copied to support other material in the classroom.

All of the activities of Design Wales are funded by the Welsh Assembly Government. To find out more about Design Wales or other resources that are available visit www.designwales.org

Ty Tanglwyst DairyR&M Lougher & Son

from cow to consumer

The story of the branding of

a case study

a case study

This presentation documents the design and development process involved in the creation of a corporate identity for a small dairy farm based in South Wales.

It tracks the implementation of the new identity on the business stationery, direct marketing material, website and most crucially, product branding.

Ty Tanglwyst Dairy

Ty Tanglwyst dairy farm has a long history dating back to the thirteenth century.

They currently farm a pedigree herd of Holstein cattle, the milk from which is sold via a co-operative to major supermarkets.

Ty Tanglwyst Dairy

The background

The market

It is a well documented fact that the prices farmers are able to command for milk sold in this way is being eroded. Forcing many long established farms to cease trading, or look for alternative ways of remaining economically viable.

Ty Tanglwyst Dairy

The plan

To prevent this same scenario occurring at Ty Tanglwyst and in order to maximise the potential returns from the quality product that the farm produces, Ty Tanglwyst will process a percentage of their milk on farm.

In order to achieve this, the existing dairy needs to be upgraded to create an on-farm processing unit.

Ty Tanglwyst Dairy

The brief

Initially, the milk that the farm produces and processes will be delivered to the local area (approx 5 mile radius of the farm).

As a new venture, the farm needs to raise awareness in order to establish and build a relationship with customers and businesses, who will recognise Ty Tanglwyst as an established supplier of quality milk products.

Ty Tanglwyst Dairy

The competition

Competition comes nationally from the major multiples, convenience stores and locally, from Bridgend Creamery.

Whilst not so much in direct competition, other players exists in this increasingly competitive market from producers such as Rachel’s Dairy, Yeo Valley, Wisemans, Cornish Dairy and Bethesda Milk.

Ty Tanglwyst Dairy

Core benefits that need to be reflected in the design solution:-

Longer shelf life

Reduced ‘food miles’ (milk being produced, processed and sold locally)

Simple traceability (produced from pedigree herd)

Contributes to local economy

Excellent animal welfare

The benefits

Ty Tanglwyst Dairy

Elements to be considered

The design of the following require consideration:-

An Identity for the main brand - Ty Tanglwyst Dairy

Labels for 3 sizes of bottle - 3 varieties: skimmed/semi skimmed/whole

Pre launch marketing material

Company stationery items - Letterheads/invoices/comp slips/business cards

Web site - supporting the product and promoting the dairy

Ty Tanglwyst Dairy

As the main brand, ‘Ty Tanglwyst Dairy’ will require a strong identity which is memorable, authentic, meaningful and differentiated. It should also be flexible to communicate the following :-

High Quality

Local

Heritage/Character

Good value

Genuine

Premium

Elements to be considered

Ty Tanglwyst Dairy

The corporate identity programme is divided into 3 design and development stages

Stage 1 Design Concepts

Ty Tanglwyst Dairy

Brainstorming The design process begins with a ‘brainstorming session’.

This is an opportunity to explore all the various elements that could possibly have an influence on the final design. These ideas are expressed in the form of simple words, pictures and diagrams.

Ty Tanglwyst Dairy

Stage 1 Design Concepts

Brainstorming The design process begins with a ‘brainstorming session’.

This is an opportunity to explore all the various elements that could possibly have an influence on the final design. These ideas are expressed in the form of simple words, pictures and diagrams.

The circled words/phrases indicate important influences on the final identity.

Ty Tanglwyst Dairy

Stage 1 Design Concepts

Concept sketches. Concept development then takes place with ideas being conveyed in the form of loose sketches for discussion and refinement within the design studio.

Ty Tanglwyst Dairy

Stage 1 Design Concepts

Concept sketches. These sketch concepts are never intended to be seen by the client, but are a form of shorthand and are created by designers for other designers to communicate thoughts and ideas.

The circled sketches/doodles indicate ideas with potential for development.

Ty Tanglwyst Dairy

Stage 1 Design Concepts

Concept sketches. These sketch concepts are never intended to be seen by the client, but are a form of shorthand and are created by designers for other designers to communicate thoughts and ideas.

Ty Tanglwyst Dairy

Stage 1 Design Concepts

Concept sketches. These sketch concepts are never intended to be seen by the client, but are a form of shorthand and are created by designers for other designers to communicate thoughts and ideas.

Ty Tanglwyst Dairy

Stage 1 Design Concepts

Concept refinement and presentation.

The strongest ideas are taken and developed further with a view to them being presented to the client. They are transferred to the computer at this point.

At this stage, consideration will be given to how well each concept might translate on to stationery items, although the design of these items will form a separate stage later in the process.

Ty Tanglwyst Dairy

Stage 1 Design Concepts

The resolved concepts and the first client presentation

The 4 concepts

Concept 1 Ty Tanglwyst Dairy Identity

The typeface

This sans serif typeface was selected to create a slightly contemporary yet sophisticated feel.

Ty Tanglwyst Dairy

The origins of concept 1

The logo

The full identity

Alternative colourway

How the same identity works off a dark ground

Colour options to identify milk types

Corporate branding options

Stationery items

front back

Concept 1 rationale in summary

Concept 2 Ty Tanglwyst Dairy Identity

The typeface

This classic serif typeface was selected to create a impression of heritage and provenance.

Ty Tanglwyst Dairy

The origins of concept 2

The logo

The full identity

Alternative colourways

Alternative format and colour options to identify milk types

Alternative format

Corporate branding options

Stationery items

front back

Concept 2 rationale in summary

Concept 3 Ty Tanglwyst Dairy Identity

The typeface

This slightly modified version of the Baskerville typeface provides a ‘Celtic’ twist.

Alternative branding option

Ty Tanglwyst Dairy

The origins of concept 3

The full identity

The full identity

Black and White version

Corporate branding options

Stationery items

front back

Concept 3 rationale in summary

Concept 4 Ty Tanglwyst Dairy Identity

The typeface

The combination of these two sans serif typefaces and the ‘letter spaced’ word DAIRY helps to

create a very contemporary feel.

Ty Tanglwyst Dairy

The origins of concept 4

The full identity

Corporate branding options

Stationery items

front back

Concept 4 rationale in summary

The 4 concepts

Invariably, a client will identify elements from each concept which they would like incorporated into the final design.

In Stage 2 Design Development, the designer will seek to combine these specific elements into one unified design.

Greater consideration will be given to other elements, such as stationery items and labels design.

Design Development

Stage 2 identity development - ‘Churn’ concept from stage 1 selected for development

Churn image from stage 1

Modified shape to churn

Alternative version of logotype

Once the identity has been finalised, consideration can be given to how it will be used in other situations such as stationery. Having agreed content, artwork for all the items can be produced together with a full print specification.

Stationery - detail design and artwork

Ty Tanglwyst Dairy

letterhead

front back

Compliment slips and business cards

envelopes

Business stationery - final

Stage 1 label design

The labels have a number of functions to perform. They must:-

Conform to certain statutory requirements

Be distinctive and stand out on the shelf

Clearly convey the corporate brand

Communicate the key unique selling point’s of the product

Easy to apply to a range of bottle sizes and styles

Label design

Ty Tanglwyst Dairy

Initial label layout (semi skimmed)

Initial label layout (skimmed)

Final label design

Final label design

Labels being applied in production unit

Stage 1 marketing literature design

Postcards In order to prepare the ground, Ty Tanglwyst took the decision to pre-empt the launch by producing and distributing publicity material in the form of postcards, outlining to prospective customers the benefits of the new product.

Marketing material

Ty Tanglwyst Dairy

Postcards

Ty Tanglwyst Dairy

Stage 1 website design

Website

Another key part of the marketing strategy for the dairy was to launch their own website.

Again, it is critical that the integrity of the corporate identity as established with the stationery and label design, is maintained across all media.

Marketing material

Ty Tanglwyst Dairy

The website provides an opportunity for the farm/dairy to communicate directly with their own consumers. It enables them to convey in more detail the advantages of buying products from a local supplier and to convey in greater detail, the way the product is produced.

The following three slides show examples of the website format.

Website

Ty Tanglwyst Dairy

studiosda.com

Designed, constructed and produced in association with

by

Our thanks to Ty Tanglwyst Dairy for their assistance in the production of this presentation