Committed to best in class
As one of Australia’s largest and fastest-growing dairy producers, Aurora Dairies sought a new brand and story to better reflect its attributes and aspirations.
To identify and articulate the essence of the organisation, Rowland embarked on a staged brand journey with Aurora over several months. This included a workshop, and staff and stakeholder interviews to gain a better understanding of current and desired perceptions, as well as exploring the brand’s most compelling and unique attributes.
The result was ‘Proudly Dairy’ — a simple, but emotive brand essence which speaks to the spirit of Aurora’s culture, the quality of its product, and its role as an industry champion.
The resulting logo forms the centrepiece of the brand, integrating a milk-filled cup into its typography to symbolise Aurora’s abundant supply of high-quality milk. Speaking with honesty and conviction, the blue and white palette reflects the essential nature of Aurora’s core commodity and a commitment to being best in class.
- Brand positioning
- Key messaging
- Logo design
- Identity design
- Brand application
- Brand guidelines
The challenge was to develop an identity which embraced Aurora’s corporate strengths and contributions to the dairy industry, celebrated its people, and positioned itself more strongly in the regional communities where it operated.