Organic Valley: BEYOND THE STANDARD

Credits & Description:

Advertiser: ORGANIC VALLEY
Agency: WEBB DEVLAM
Category: Core FMCG
Designer: Annie Foss (Webb DeVlam)
Director Of Insights/Strategy: Julia Devetski (Webb DeVlam)
Design Director: Mitch Tennison (Webb DeVlam)
Creative Director/Brand Identity: Dan Walter (Webb DeVlam)
Client Service Manager: Emily Pawlowski (Webb DeVlam)
Strategist: Margaret McGill (Webb DeVlam)
CEO/Founding Partner: Ronald Devlam (Webb DeVlam)

Outcome
The brand restage solution launched in Q1 of 2013. No sales data was available at the time of this entry.

Brief Explanation
Knowing that a lengthy investment had already been made in identifying its consumer segment and the brand mission, Organic Valley needed a consultancy to deeply understand the goals of the organization and communicate its multi-layered message to a mainstream audience without: 1.) alienating loyal consumers 2.) withholding information regarding their farm practices and beliefs or 3.) speaking negatively of competitors or of conventional farming practices. Technical specifications: packaging design must work within litho printing capabilities and current packaging structures, position must be actionable immediately and the brand identity must be executable across a broad network of marketing channels.

Client Brief Or Objective
Pioneers in the American organic movement since 1988, Organic Valley is a farmer-owned cooperative providing a superior level of organic dairy products to an "organic-engaged" consumer segment. In 2011, its founder/CEO recognized a need to expand their message and grow the business by connecting with a more mainstream audience – young mothers just switching to organic products. Positioning, visual brand identity and packaging design were all within scope for this brand re-stage.

Implementation
Voicing the truth of Organic Valley farmer families' experiences became the brand strategy and lead to a more cohesive, mom-centered Brand Ambition (brand position, story, copy). The Brand Ambition isolated a visual shorthand that aligns Organic Valley priorities with those of young mothers – family, health and farm. Authentic, experiential visual elements are utilized to help young mothers quickly understand that Organic Valley's farmer-owners are families too, and they create products that they are proud to put on their own dinner tables. These include: candid Organic Valley farmer-family photography, Organic Valley farmer signatures, green pastures, blue skies and healthy cows.