A long way from supermarket shelves, Eden Brew’s product was proven and ready to be scaled up for production. A new brand and story were needed to dazzle high-profile investors and make the product feel tangible. Another key requirement was a new name that would work on any supermarket shelf in the world.
More and more consumers are shifting to plant-based options for dietary, sustainability and trending reasons — making cows a topic almost too hot to handle. Given Eden Brew is farmer-owned through Norco, Australia’s largest dairy consortium, we needed to squeeze the teat between irreverent plant-based challengers like Oatly and cow-proud household dairy while championing Eden Brew’s unique middle ground.
The concept of ‘a new dawn for dairy’ resonated and illustrated both the science behind Eden Brew’s animal-free diary as well as milk’s place at the start of every day. We developed an aesthetic of rolling hills centred around a rising sun to salute traditional dairy’s wholesome-ness, as well as a colour system that tweaked the typical milk markers of royal blue, light blue, pink and gold so that Eden Brew stood ever so slightly apart. We also created an ice cream range with naming principles to prove our branding flex across other product lines.