Country Fresh

COUNTRY FRESH: A FRESH TAKE ON A SOUTH AFRICAN FAVOURITE

THE BRIEF

A household favourite for over 30 years, Dairymaid Country Fresh needed a refresh that would reconnect the brand with a new generation of South African families. Our brief was to modernise its identity, strengthen shelf presence and reignite its appeal, while preserving the familiarity, generosity and nostalgia that made it so well loved.

THE CHALLENGE

In an increasingly competitive take-home ice cream category, Country Fresh had begun to lose relevance. Its dated identity lacked the appetite appeal and standout needed to attract younger consumers. The challenge was to bring new energy to an established brand without losing the recognition and trust it had built over decades.

THE INSPIRATION

We looked to the simple joy of sharing ice cream. Those spontaneous, everyday moments that bring people together. Country Fresh was already part of South African family life. Our opportunity was to make that familiar feeling relevant again, creating a brand that felt proudly local, uplifting and irresistibly delicious.

THE DESIGN SOLUTION

We refreshed the identity with a bolder, more confident visual language, simplifying the logo and introducing vibrant flavour photography to dial up appetite appeal.

The iconic Country Fresh blue was refined and reclaimed, creating stronger shelf blocking and a distinctive presence within the Dairymaid portfolio. Clear flavour differentiation and a unified pack architecture brought consistency across the range, making it easier to navigate and recognise.

Every element was considered to strike the right balance between heritage and modernity. The result was a fresh, contemporary expression of Country Fresh that felt instantly familiar, yet excitingly new.

THE RESULT

The redesign did more than refresh the packaging. It helped deliver measurable commercial growth.

In the 12 rolling months following its November 2024 launch, Country Fresh achieved a 3.6 percentage-point uplift in volume market share within South Africa’s take-home ice cream category.

Even more impressively, Country Fresh grew in volume by 18%, nearly five times the category’s 3.7% growth rateover the same period.

A powerful demonstration of how strategically considered design can reconnect an established brand with consumers and translate renewed shelf appeal into business performance.

A familiar favourite. A fresh new look. Five times the category growth.