Fairway Market Private Label Organic Grass-fed Milks

Creative Agency: Nancy Frame Design
Project Type: Produced, Commercial Work
Client: Fairway Market
Location: United States
Packaging Contents: Dairy milk
Packaging Substrate / Materials: Paperboard
Printing Process: Flexography

Background
Fairway is one of the highest grossing food retailers per square foot in the US, with 14 locations serving the NY metro area. The brand is intended to appeal to sophisticated, value-conscious urban shoppers. The market’s shift to recognizing the benefits of Grass-Fed dairy products had prompted a need to update the packaging to better communicate the product’s offerings.

Brief & Objectives
To refresh the Fairway Market Grass-Fed milk range to clearly convey the Grass-Fed benefit and organic, and high quality of the milk in a crowded category.

Creative Solution
The design strategy was to take a fresh, bold approach to reassure consumers of the purity of the milk. Dairy cows are seen grazing on a hillside of fresh grass with bold style conveying modernism and freshness. The vibrant category colors provide powerful navigation on shelf. The result is a design solution that is impactful on shelf, creating a billboard effect of a herd of cows in a lush field, further delivering the desired organic, farm fresh feel.

What’s Unique?
The Grass-Fed Milk design is part of a larger branding effort by Nancy Frame Design to refresh Fairway Market’s private label brand of premium and organic foods. Our design system delivers visual punch on the shelf across categories inferring purity, value and the Fairway exuberant experience, where “taste is first”, shopping is an adventure and eating is a celebration.