Campina and Friesland Foods merged to form the world's largest dairy co-operative and aimed to become the world's most successful dairy company. We needed to create a world-class corporate brand identity for this multi-national with gravitas, to inspire its farmers, employees and consumers alike with the company's progressive, forward-thinking approach.
We defined FrieslandCampina's brand essence as 'Get More Out Of Milk', based on its fascination with the colourful and enriching world of possibilities generated by this pure, white substance. Strategic analysis revealed that the usual dairy category norms would not serve FrieslandCampina and its ethos, prompting a design which is uniquely coloured and crafted within the category. Embracing every touchpoint, from back of pack to livery on its 20,000 litre trucks, this corporate brand identity conveys FrieslandCampina's professionalism and commitment - from cow to consumer.