A global FMCG pioneer. The evolution of dairy for good.
a2 Milk®
Services
Brand Strategy,
Packaging,
Brand Identity,
Motion Design,
Sonic Branding
THE BRIEF
a2 Milk® has been at the forefront of the dairy industry for over two decades now. Pioneering change for good, while delivering premium-quality dairy products that deliver more benefits for people and planet alike.
As the organisation, its products and the broader sector continue to evolve, it was time for the a2 Milk® brand to follow suit. The challenge was to build upon the brand awareness that a2 already had in markets across China, US, Australia and NZ, in contemporary and compelling ways. To evolve the visual identity system to keep the pace with innovation – and be distinctive enough to unlock more growth and customer recognition. And to be flexible enough to adapt to a range of touch points, while feeling connected to the brand’s past and consistent across its portfolio of premium products.
As the organisation, its products and the broader sector continue to evolve, it was time for the a2 Milk® brand to follow suit. The challenge was to build upon the brand awareness that a2 already had in markets across China, US, Australia and NZ, in contemporary and compelling ways. To evolve the visual identity system to keep the pace with innovation – and be distinctive enough to unlock more growth and customer recognition. And to be flexible enough to adapt to a range of touch points, while feeling connected to the brand’s past and consistent across its portfolio of premium products.
a2 Milk® has been at the forefront of the dairy industry for over two decades now. Pioneering change for good, while delivering premium-quality dairy products that deliver more benefits for people and planet alike.
THE SOLUTION
We got to work by immersing ourselves in the current brand strategy. Carrying out desktop research to evaluate the audience segments and markets globally, while engaging stakeholders to make sure they were aligned on where a2 was headed next.
From there, we developed brand drivers to support the brand narrative and help inform a more meaningful identity system. This led to a recommended brand architecture that would see the creative toolkit taking on a ‘tiering’ approach – so that each product had flex and consistency in equal measure.
We deconstructed the logo to get a clearer picture on what was working and what could be modernised – landing on a 3D form that reflected the logo’s original milk drop shape, while refining its typesetting and hero ‘a2 purple’ colour.
This set the foundation for an entire supporting brand system, whose graphic language brought to life the logo form in both a playful and premium way. We introduced new typefaces and expanded the core colour system to include more vibrant purples and luxurious looking creams, golds and silvers. A suite of secondary colours gave the brand the stretch it needed across different product SKUs.
From there, we developed brand drivers to support the brand narrative and help inform a more meaningful identity system. This led to a recommended brand architecture that would see the creative toolkit taking on a ‘tiering’ approach – so that each product had flex and consistency in equal measure.
We deconstructed the logo to get a clearer picture on what was working and what could be modernised – landing on a 3D form that reflected the logo’s original milk drop shape, while refining its typesetting and hero ‘a2 purple’ colour.
This set the foundation for an entire supporting brand system, whose graphic language brought to life the logo form in both a playful and premium way. We introduced new typefaces and expanded the core colour system to include more vibrant purples and luxurious looking creams, golds and silvers. A suite of secondary colours gave the brand the stretch it needed across different product SKUs.
The Result
4%
Increased top of mind awareness
7%
Increased total unprompted brand awareness
5.5%
Increased market share
Services
Brand Strategy,
Packaging,
Brand Identity,
Motion Design,
Sonic Branding
Our True a2 ecosystem is meticulously designed to guarantee the finest a2 products reach your family in premium quality. From our farms to your table, experience the excellence and purity of our offerings.
Quote from a2 pioneer
Relevant Projects
Houston Group acknowledges Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of Country throughout Australia. Our studio sits on the traditional lands of the Gadigal people of the Eora nation and Wurundjeri people of the Kulin, and we pay our respects to their Elders past and present.
Check out our reconciliation action plan