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About Design Wales and this case study.
Design Wales provides support for individual Welsh businesses as well as undertaking a wide range of activities to encourage and develop the use of design in Welsh industry and education.
This case study is intended to be used as a resource for both education and individuals interested in finding out more about design. Developed by the designers who undertook the original project, the case study can be viewed as a whole story or individual slides can be copied to support other material in the classroom.
All of the activities of Design Wales are funded by the Welsh Assembly Government. To find out more about Design Wales or other resources that are available visit www.designwales.org
Ty Tanglwyst DairyR&M Lougher & Son
from cow to consumer
The story of the branding of
a case study
a case study
This presentation documents the design and development process involved in the creation of a corporate identity for a small dairy farm based in South Wales.
It tracks the implementation of the new identity on the business stationery, direct marketing material, website and most crucially, product branding.
Ty Tanglwyst Dairy
Ty Tanglwyst dairy farm has a long history dating back to the thirteenth century.
They currently farm a pedigree herd of Holstein cattle, the milk from which is sold via a co-operative to major supermarkets.
Ty Tanglwyst Dairy
The background
The market
It is a well documented fact that the prices farmers are able to command for milk sold in this way is being eroded. Forcing many long established farms to cease trading, or look for alternative ways of remaining economically viable.
Ty Tanglwyst Dairy
The plan
To prevent this same scenario occurring at Ty Tanglwyst and in order to maximise the potential returns from the quality product that the farm produces, Ty Tanglwyst will process a percentage of their milk on farm.
In order to achieve this, the existing dairy needs to be upgraded to create an on-farm processing unit.
Ty Tanglwyst Dairy
The brief
Initially, the milk that the farm produces and processes will be delivered to the local area (approx 5 mile radius of the farm).
As a new venture, the farm needs to raise awareness in order to establish and build a relationship with customers and businesses, who will recognise Ty Tanglwyst as an established supplier of quality milk products.
Ty Tanglwyst Dairy
The competition
Competition comes nationally from the major multiples, convenience stores and locally, from Bridgend Creamery.
Whilst not so much in direct competition, other players exists in this increasingly competitive market from producers such as Rachel’s Dairy, Yeo Valley, Wisemans, Cornish Dairy and Bethesda Milk.
Ty Tanglwyst Dairy
Core benefits that need to be reflected in the design solution:-
Longer shelf life
Reduced ‘food miles’ (milk being produced, processed and sold locally)
Simple traceability (produced from pedigree herd)
Contributes to local economy
Excellent animal welfare
The benefits
Ty Tanglwyst Dairy
Elements to be considered
The design of the following require consideration:-
An Identity for the main brand - Ty Tanglwyst Dairy
Labels for 3 sizes of bottle - 3 varieties: skimmed/semi skimmed/whole
Pre launch marketing material
Company stationery items - Letterheads/invoices/comp slips/business cards
Web site - supporting the product and promoting the dairy
Ty Tanglwyst Dairy
As the main brand, ‘Ty Tanglwyst Dairy’ will require a strong identity which is memorable, authentic, meaningful and differentiated. It should also be flexible to communicate the following :-
High Quality
Local
Heritage/Character
Good value
Genuine
Premium
Elements to be considered
Ty Tanglwyst Dairy
The corporate identity programme is divided into 3 design and development stages
Stage 1 Design Concepts
Ty Tanglwyst Dairy
Brainstorming The design process begins with a ‘brainstorming session’.
This is an opportunity to explore all the various elements that could possibly have an influence on the final design. These ideas are expressed in the form of simple words, pictures and diagrams.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Brainstorming The design process begins with a ‘brainstorming session’.
This is an opportunity to explore all the various elements that could possibly have an influence on the final design. These ideas are expressed in the form of simple words, pictures and diagrams.
The circled words/phrases indicate important influences on the final identity.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Concept sketches. Concept development then takes place with ideas being conveyed in the form of loose sketches for discussion and refinement within the design studio.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Concept sketches. These sketch concepts are never intended to be seen by the client, but are a form of shorthand and are created by designers for other designers to communicate thoughts and ideas.
The circled sketches/doodles indicate ideas with potential for development.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Concept sketches. These sketch concepts are never intended to be seen by the client, but are a form of shorthand and are created by designers for other designers to communicate thoughts and ideas.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Concept sketches. These sketch concepts are never intended to be seen by the client, but are a form of shorthand and are created by designers for other designers to communicate thoughts and ideas.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
Concept refinement and presentation.
The strongest ideas are taken and developed further with a view to them being presented to the client. They are transferred to the computer at this point.
At this stage, consideration will be given to how well each concept might translate on to stationery items, although the design of these items will form a separate stage later in the process.
Ty Tanglwyst Dairy
Stage 1 Design Concepts
The resolved concepts and the first client presentation
The 4 concepts
Concept 1 Ty Tanglwyst Dairy Identity
The typeface
This sans serif typeface was selected to create a slightly contemporary yet sophisticated feel.
Ty Tanglwyst Dairy
The origins of concept 1
The logo
The full identity
Alternative colourway
How the same identity works off a dark ground
Colour options to identify milk types
Corporate branding options
Stationery items
front back
Concept 1 rationale in summary
Concept 2 Ty Tanglwyst Dairy Identity
The typeface
This classic serif typeface was selected to create a impression of heritage and provenance.
Ty Tanglwyst Dairy
The origins of concept 2
The logo
The full identity
Alternative colourways
Alternative format and colour options to identify milk types
Alternative format
Corporate branding options
Stationery items
front back
Concept 2 rationale in summary
Concept 3 Ty Tanglwyst Dairy Identity
The typeface
This slightly modified version of the Baskerville typeface provides a ‘Celtic’ twist.
Alternative branding option
Ty Tanglwyst Dairy
The origins of concept 3
The full identity
The full identity
Black and White version
Corporate branding options
Stationery items
front back
Concept 3 rationale in summary
Concept 4 Ty Tanglwyst Dairy Identity
The typeface
The combination of these two sans serif typefaces and the ‘letter spaced’ word DAIRY helps to
create a very contemporary feel.
Ty Tanglwyst Dairy
The origins of concept 4
The full identity
Corporate branding options
Stationery items
front back
Concept 4 rationale in summary
The 4 concepts
Invariably, a client will identify elements from each concept which they would like incorporated into the final design.
In Stage 2 Design Development, the designer will seek to combine these specific elements into one unified design.
Greater consideration will be given to other elements, such as stationery items and labels design.
Design Development
Stage 2 identity development - ‘Churn’ concept from stage 1 selected for development
Churn image from stage 1
Modified shape to churn
Alternative version of logotype
Once the identity has been finalised, consideration can be given to how it will be used in other situations such as stationery. Having agreed content, artwork for all the items can be produced together with a full print specification.
Stationery - detail design and artwork
Ty Tanglwyst Dairy
letterhead
front back
Compliment slips and business cards
envelopes
Business stationery - final
Stage 1 label design
The labels have a number of functions to perform. They must:-
Conform to certain statutory requirements
Be distinctive and stand out on the shelf
Clearly convey the corporate brand
Communicate the key unique selling point’s of the product
Easy to apply to a range of bottle sizes and styles
Label design
Ty Tanglwyst Dairy
Initial label layout (semi skimmed)
Initial label layout (skimmed)
Final label design
Final label design
Labels being applied in production unit
Stage 1 marketing literature design
Postcards In order to prepare the ground, Ty Tanglwyst took the decision to pre-empt the launch by producing and distributing publicity material in the form of postcards, outlining to prospective customers the benefits of the new product.
Marketing material
Ty Tanglwyst Dairy
Postcards
Ty Tanglwyst Dairy
Stage 1 website design
Website
Another key part of the marketing strategy for the dairy was to launch their own website.
Again, it is critical that the integrity of the corporate identity as established with the stationery and label design, is maintained across all media.
Marketing material
Ty Tanglwyst Dairy
The website provides an opportunity for the farm/dairy to communicate directly with their own consumers. It enables them to convey in more detail the advantages of buying products from a local supplier and to convey in greater detail, the way the product is produced.
The following three slides show examples of the website format.
Website
Ty Tanglwyst Dairy
studiosda.com
Designed, constructed and produced in association with
by
Our thanks to Ty Tanglwyst Dairy for their assistance in the production of this presentation
