WA’s Brownes’ White Milk Packaging Gets A Makeover

Serving fresh milk in a glass vase on a wooden table
SHARE
THIS



Packaging and branding design company Boxer & Co. had been tasked with redesigning Western Australian dairy brand Brownes’ white milk packaging.

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.

Brownes_1

 

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.

Natalie Sarich-Dayton, Brownes marketing director: “We knew we needed to invest in refreshing the pack
design of our entire milk portfolio. Our new packaging needed to achieve real impact on shelf and also tell the Brownes story, of an innovative, contemporary company with a deep passion and heritage in WA Dairy.

Brownes_2

“We invested a lot in strategic research and wanted a specialist packaging design agency that had the capability to translate the insights and understanding into something really creative and engaging. Boxer & Co. really hit the mark; their creative portfolio coupled with their proprietary strategic approach proved to us that they could deliver.”

In the design solution for Brownes White Milk, 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.

Mark Haygarth, creative director, Boxer & Co. “It was important that we kept Brownes focused on
their number one position, creating a pack that really connects with consumers by reminding them of the Brownes they have grown up with, but doing so with a fresh, modern approach.”

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. In the speciality range, people are added to the horizon, playing out scenes that are relevant to each variant, such as a child flying a kite on the Junior Milk.

Natalie Sarich-Dayton goes on to say: “We knew we were working with experts from day one – Boxer & Co. clearly digested our brief, challenged us where appropriate, presented a thoughtful and in-depth
strategic piece and delivered seamlessly at the back end of this large project. We are thrilled with the results for our Brownes White Milk range and can’t wait to see it on shelf.”

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.

Boxer & Co. is an independently owned strategic design consultancy, specialising in packaging and branding.

Based in Sydney and headed up by a team of packaging expert Brits-turned-Aussies, they identified the need for a local agency that raised the bar of Australian packaging design to meet that of its international counterparts.

The multi-award winning agency has designed packaging for some of Australia’s largest and smallest companies.

Latest News

Mobiddiction Wins Innovation Award At IABCA 2018
  • Media

Mobiddiction Wins Innovation Award At IABCA 2018

Sydney based tech consultants, Mobiddiction, has been crowned with the  Excellence in Innovation Award at the 2018 India Australia Business & Community Awards. Held at Brisbane  City Hall for the second consecutive year, the awards celebrate the Australia India relationship while honouring migrant entrepreneurship and community leadership and aims to raise awareness of Indians in […]

Indie Agency Edge Up Creative Recruits After A Series Of Wins
  • Media

Indie Agency Edge Up Creative Recruits After A Series Of Wins

Following recent new business wins including WW (formerly Weight Watchers), NGS Super and BASF, indie creative and content agency Edge has hired creative duo Peter Mountford (left in photo) and Salvatore Cavallaro (right). Copywriter Mountford was previously at Leo Burnett and R/GA, having worked on clients such as Telstra and McDonald’s, while art director Cavallaro was […]

Luminoso Launches Of Revolutionary Business Model
  • Media

Luminoso Launches Of Revolutionary Business Model

Marketing, technology and creative recruitment firm Luminoso is disrupting the recruitment industry with the launch of a new business model that puts its customers’ interests above short-term revenue. Under the new business model, Luminoso will no longer bill its clients on the first day a successful candidate starts work. Instead, it will share the risk […]

Former Dentsu Exec Kym Pfitzner Joins Six O’Clock Advisory As Chairman
  • Marketing

Former Dentsu Exec Kym Pfitzner Joins Six O’Clock Advisory As Chairman

Australian-owned strategic communication firm Six O’Clock Advisory has announced the appointment of Kym Pfitzner as chairman. The 25-year media and marketing veteran will take up the non-executive post at the company from 14 January 2019. Pfitzner joins Six O’Clock Advisory as a highly-regarded adviser and director who has held senior leadership roles in the Asia […]

WPP AUNZ Study: Aussies Found To Regularly Lie About Money, Family & Happiness
  • Advertising
  • Marketing
  • Media

WPP AUNZ Study: Aussies Found To Regularly Lie About Money, Family & Happiness

Australians regularly lie about money, family, finances, their job and happiness, new research shows. They also keep big secrets from their partners, family and friends a new study by WPP AUNZ had revealed. The study, called Secrets & Lies, Uncovering the Underbelly of Australia, analyses the difference between what Australians say and what they think […]

by B&T Magazine

B&T Magazine
Sydney Airport Lands Massive Advertising Partnership
  • Advertising

Sydney Airport Lands Massive Advertising Partnership

Sydney Airport has partnered with large-format outdoor innovators, Wideopen Platform, to unveil one of Australia’s largest advertising building wraps across the Western face of the T1 International multi-storey car park. Sydney Airport general manager of retail Glyn Williams said the new wrap spanning 1,957sqm delivers another significant media opportunity for advertisers at Australia’s gateway, beyond the existing portfolio. “We’re excited […]

Sunday TV Wrap: A Resurgent 60 Minutes Gives Nine A Big Win
  • Media

Sunday TV Wrap: A Resurgent 60 Minutes Gives Nine A Big Win

An emotional tell-all interview with NRL player Johnathan Thurston has delivered big numbers for Nine’s 60 Minutes last night. Thurston – who retired at the end of this season to become a Nine commentator – opened up about alleged rape allegations that have dogged his career way back when be played for Canterbury Bankstown in 2002. […]

by B&T Magazine

B&T Magazine
APN Outdoor Brings The Invictus Games To XtrackTV
  • Campaigns
  • Media

APN Outdoor Brings The Invictus Games To XtrackTV

APN Outdoor, the official Outdoor Media Partner of the Invictus Games Sydney 2018, has revealed the next phase of its partnership with the Games, launching coverage through its XtrackTV national digital rail network. The industry-leading XtrackTV network operated by APN Outdoor is delivering content from the games in Sydney to rail commuters, direct from the official broadcast partner, […]

Japanese Cosmetic Firm Unveils Surreal Ad With Cool LGBTQI+ Twist
  • Campaigns

Japanese Cosmetic Firm Unveils Surreal Ad With Cool LGBTQI+ Twist

Japanese cosmetic firm Shiseido has unveiled its latest campaign that’s epic as it is stunning. The three-and-a-half minute spot is called “The Party Bus” and goes from the surreal to the bizarre all while highlighting the power of make-up. It follows a young Japanese girl who falls for what appears to be a samurai, before ending with a […]

by B&T Magazine

B&T Magazine
Engaging.io Appoints Blockchain Specialist To Lead Business Development
  • Media

Engaging.io Appoints Blockchain Specialist To Lead Business Development

Technology and digital agency Engaging.io has appointed Siva Gounder as senior business development manager as the independent agency continues to invest in technology. Gounder joins Engaging.io from CRDZ, a decentralised platform addressing issues preventing widespread adoption of blockchain and cryptocurrencies. For more than two years he was charged with developing blockchain partnerships and marketing. Prior to […]

Ten Pictures That Will Make You Feel Good About Living Down Under
  • Co-Lab
  • Media

Ten Pictures That Will Make You Feel Good About Living Down Under

The photo aficionados at Getty Images Sydney have curated some of their favourite images from the ‘This is Australia’ collection, capturing all that is great about our lifestyle Down Under. We could be every one of these people. The photo aficionados at Getty Images Sydney have curated some of their favourite images from the ‘This […]

Partner Content

by B&T Magazine

B&T Magazine
Study: Sydney FC Most Popular A-League Club, As Support For The Phoenix Plummets
  • Marketing

Study: Sydney FC Most Popular A-League Club, As Support For The Phoenix Plummets

A-League Premiers Sydney FC have topped the Roy Morgan A-League supporter ladder for 2018 with 613,000 supporters an increase of 11.7 per cent over a year ago following the clubs back-to-back wins as A-League Premiers in 2016/17 and 2017/18. Defending A-League grand final champions Melbourne Victory were second with 526,000 supporters, down 8.7 per cent on a […]