A County Durham-based organic dairy has rebranded its products with a fresh, new look as it seeks to improve visibility in a competitive marketplace.
For over five years, Acorn Diary, based at Archdeacon Newton, near Darlington, had used pictures of three of it Dairy Shorthorn cross herd - Ruby, Matilda and Katy - on its milk bottles.
The business, however, wanted its products and website to carry a more sophisticated look, reflecting its corporate identity and values.
Through the redesign process, it received positive responses from some of its larger customers, with several even allowing staff to gauge shopper feedback in-store.
Director Caroline Bell said: “We believe the fresh look label matches the natural quality of Acorn Dairy milk and better communicates with shoppers that we offer a genuine local, organic milk with provenance in Yorkshire, Durham and Northumberland.
“Working closely with retail customers, my brother Graham and I realised the need to improve visibility of our story on the shelf.
“The photo cow labels were interesting at the breakfast table, but the new ones have more impact on busy milk shelves as they highlight that we offer exactly what organic milk shoppers want – the opportunity to buy local, at good value.”
Acorn Dairy represents the culmination of four generations of farming by the Tweddle family at Archdeacon Newton.
The business changed its focus to organic in 1998 as public awareness of food quality and traceability was beginning to rise.
Since then, Gordon and Linda Tweddle, together with daughter Caroline and son Graham, have revived the tradition of doorstep and wholesale delivery across the North of England, selling organic milk and cream, along with other complementary produce.
Crucial to the company’s philosophy is animal welfare, its 210-strong herd grazing in top quality conditions in the Durham and Yorkshire dales and receiving high levels of care and attention.
Following the redesign, Acorn Dairy milk bottles now also show the company’s Good Dairy Award from Compassion in World Farming on the front of the pack.
Its creams and butters have also been given new packaging with matching branding.
As well as catering for 4,000 doorstep customers, Acorn Dairy products are stocked by Waitrose and Morrisons supermarkets, and by a host of independent retailers.
Caroline added: “We would like to thank our customers for their contribution to our research. Since 2000, our organic farming business direction has been successful because of our local customers and the direction we have taken from them.
“This rebranding is the next natural step.”