Cardiff Design Festival

Brief

Proper Welsh provides an option to people who want to know where their food is coming from; with locally produced and packaged milk in Wales. With plans firmly underway to launch a new Camarthenshire based dairy unit. Proper Welsh will be the only milk company capable of supplying milk Wales wide without having to export the milk to be packaged to England. The Proper Welsh Milk Company approached Hoffi to work with them to establish a brand aimed at a Welsh market, and to be proudly wore as you would wear a rugby top.

Result

Proper Welsh has already launched in North Wales through it’s listing in Tesco, and is in line to be stocked nationwide once the South Wales creamery comes online later in 2011. Proper Welsh is already providing transparency within the food market, their open approach the consumer is already starting to question how their food is delivered and the impact a single pint of milk can have on their environment.

Solution

Hoffi’s work began reaching above and beyond milk, by recognising what it means to be Welsh. With their involvement spanning from commonly used phrases in Wales, establishing the name through to packaging and milk labeling. It was important that the brand has a flexibility, that will develop into new areas and products as the company develops. Following which a strategy was established for the development of the required brand elements, from the identity through to packaging and point of sale. The imagery or green grass and use of slate backgrounds are key images and elements of the brand and are synonymous with Wales.