CALON WEN

Calon Wen is a co-operative of 22 Welsh dairy farmers. When they approached us, they produced and sold organic milk under their own label. Business was hard, despite their good product. Premium supermarkets wouldn’t stock their milk because the branding made it look cheap. So that’s where we came in.

We took to the streets to find out what people wanted from their milk – what was it? Welsh provenance, organic, not over processed, natural, ethical, independent… there was a lot to consider.

After we conducted all of our research we then set about reinvigorating the brand right across the board.

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This new brand enabled the Calon Wen co-operative to sell at the top end of the market and command a premium price. The demand then allowed the co-operative to diversify into other product areas such as butter and cheese, with great success.

 

 

We used our findings to define the unique qualities of the co-operative and develop a brand blueprint, which allowed them to control the direction of the brand and drive decisions across the business. We conducted shelf testing, which underlined the need to create differentiation, and we designed packaging to achieve the strongest possible shelf appeal for the target audiences.

 

 

CALON WEN

Calon Wen is a co-operative of 22 Welsh dairy farmers. When they approached us, they produced and sold organic milk under their own label. Business was hard, despite their good product. Premium supermarkets wouldn’t stock their milk because the branding made it look cheap. So that’s where we came in.

We took to the streets to find out what people wanted from their milk – what was it? Welsh provenance, organic, not over processed, natural, ethical, independent… there was a lot to consider.

After we conducted all of our research we then set about reinvigorating the brand right across the board.

MORE CASE STUDIES