The new brand identity of the Gläserne Molkerei
Services
Client
Year
Design relaunch to increase modernity, awareness and brand positioning
Brand strategy / logo / claim / branding / packaging / 2D design / print data / communication
Gläserne Molkerei
2024
The new brand identity of the Gläserne Molkerei, one of the leading organic dairies in north-east Germany, conveys its commitment to transparency, animal welfare and biodiversity in an enjoyable way. Modernization of the design while maintaining the brand's recognizability by retaining key design elements.
A clear, uncluttered structure and a uniform brand umbrella ensure a harmonious overall impression across the entire range. The focus is on the key messages to improve orientation at the POS.
With a transparent background, a logo relaunch and the development of a distinctive animal welfare label, the vision of the Gläserne Molkerei becomes tangible: a transparent world in which honest (organic) food contributes to a responsible and enjoyable life.
Key visual and design elements
In order to communicate the commitment of the Gläserne Molkerei to animal welfare at the highest level, above and beyond the milk standard, we developed the “Transparent Animal Welfare Guarantee”. This is an integral part of the umbrella brand block.
Bye-bye tethering! The cows of the Gläserne Molkerei can move freely at all times and eat fresh grass and herbs, which is why we chose clover and grasses as design elements.
The new brand logo and claim
We have maintained the characteristic round arch of the logo as a key for recognition, but have reinforced it with full-surface color.
In order to better communicate the 100% organic approach of Gläserne Molkerei, “Bio” has been prominently integrated into the logo. The addition of the grass-eating cow as an image element transforms the logo from a pure word mark to a concise and more memorable word/image mark.
“Honestly good": This claim underlines the promise of the Gläserne Molkerei to produce organic dairy products based on the principles of simplicity, transparency, honesty and responsibility. This is reinforced by item-specific info links on each package, with detailed information on origin, animal welfare standards and production methods.
Modernity, branding and transparency
The revised brand identity is characterized by modernization and simplification of the visual guidance with a focus on the essential design elements.
The result: stronger branding, improved visual guidance and consistent visual communication of the transparency promise.
For reasons of sustainability, the packaging relaunch will be introduced gradually, depending on the stock of packaging materials. Stay tuned.
