Boxer & Co. was thrilled to be asked to redesign iconic Western Australian dairy brand Brownes’ white milk packaging. The brand already holds a 30% market share in the white milk category. However, the old packaging was extremely rational and one dimensional. WA consumers have a real affection towards the brand that has been supplying them with local, quality milk since 1886, but the packaging didn’t reflect this relationship and made no emotional connection with the consumer. It also looked dated and lacked shelf shout.
With the increasing market share gained from private label, Brownes knew they needed to set their brand apart and drive their quality and WA credentials.
Milk is something that many Australians have a very emotional connection with. It represents purity and freshness and is nourishing, comforting and refreshing. It is filled with nostalgia and fond memories and it is central in consumers’ lives on a day-to-day basis.
In the design solution, provenance and purity both took a leading role. The design solution focuses on colourful Western Australian sunsets, which flood the Tetra packs with variant colour, making navigating the range incredibly simple. Dairy cows are silhouetted in front of the setting sun, demonstrating the straight-from-the-farm nature of the product, but taking a step away from the typical green grass, blue sky, black and white cow that’s so formulaic on milk packaging.
The hand-crafted typography on the front of pack is a nod towards Brownes’ heritage, but executed in a way that also has modernity and a strong on-shelf legibility. The design wraps around the pack, forming a Western Australian landscape which is unique to each pack, and also tessellates on-shelf across variants.
The detail on each pack has been considered to excruciating detail, with a series of small, individual touches, such as creative barcodes and engaging copy.
The packs also tessellates across variants to form an ever-changing Western Australian landscape on the supermarket shelf.