DairyCo looks outside London for fresh, less expensive identity

A new dairy company has commissioned a South West design consultancy to create its brand guidelines because it says London designers are too expensive.

DairyCo, which replaces the Milk Development Council, launched on 1 April.

DairyCo head of communications Philippa Stagg says, ‘I had to consider money very carefully and in this case a London design consultancy was not the best value.’

Swindon-based MHD Partnership’s designs will be rolling out across DairyCo’s website, brochures and stationery in a refresh that ‘aims to win dairy farmers round to the new service supplier’, says MHD creative director Roland Scull.

DairyCo will promote a positive image of milk within the industry, rather than initiating generic campaigns such as ‘White Stuff Milk Moustache’, which featured pop star Robbie Williams.

Scull says MHD was asked to create a ‘fresh face’ for the company to highlight the ‘complete change’ from the MDC. He adds that farmers had become sceptical about the MDC and the levies it collected from them.

DairyCo will report to a new levy board, the Agri-culture and Horticulture Development Board.

‘DairyCo will have a total budget of £7m,’ says Stagg.

‘The design is about promoting openness and freshness in its bright colour scheme and easy-to-read pamphlet layout,’ says Scull.

MHD was appointed by DairyCo in February after working on the MDC’s marketing materials for the past five years.