Become the category leader in Organic Dairy

Organic Valley's rapid success led to a proliferation of inconsistent packaging and at least 12 variations on their brandmark. The objective was to create uniformity and a consistent brand look and voice.

The strategy was to unify the brands under one new roof, ensuring Organic Valley's raving fans that the values and grassroots philosophy remained the same, while encouraging new health minded consumers to become loyalists and cross-shop a more consistent and professional brand identity. To implement a communication strategy that emphasizes the regionality and expansive network of the ‘family of farms’ with the CROPP organization.