ALBERTSONS
LUCERNE DAIRY FARMS
IDENTITY, PACKAGING
THE SITUATION
Lucerne Dairy Farms is the oldest and largest Albertsons Companies-owned brand with more than $1 billion in annual sales. The 110-year-old brand spans hundreds of SKUs across 20 categories including milk, yogurts, cheeses, eggs and beyond. The existing brand was dated, difficult to shop, inconsistent and simply wasn’t connecting with consumers.
THE SOLUTION
We created a meaningful brand and packaging system that transcends its commodity status and gets consumers to recognize a singular powerful brand across any aisle of the store.
THE EXECUTION
Design captures the charm of a place where it’s the simple things that matter most, taking consumers to that place where life is unhurried and uncomplicated. The wordmark evokes a balance of authority and personality. A milk churn bookended by “Since 1904” illustrates the brand’s long history of dairy expertise, and the white palette expresses fresh, simple wholesomeness. The shared moment between a mother and her calf reinforces the brand’s authentic sense of place and delivers an enduring innocent charm.
THE RESULTS
The relaunched brand realized significant increases in brand equity measures and basket sales.
IMAGES © TRINITY BRAND GROUP