About Design Wales and this case study. Design Wales provides support for individual Welsh businesses as well as undertaking a wide range of activities to encourage and develop the use of design in Welsh industry and education. This case study is intended to be used as a resource for both education and individuals interested in finding out more about design. Developed by the designers who undertook the original project, the case study can be viewed as a whole story or individual slides can be copied to support other material in the classroom. All of the activities of Design Wales are funded by the Welsh Assembly Government. To find out more about Design Wales or other resources that are available visit www.designwales.org

from cow to consumer Ty Tanglwyst Dairy a case study The story of the branding of Ty Tanglwyst Dairy R&M Lougher & Son

Ty Tanglwyst Dairy a case study This presentation documents the design and development process involved in the creation of a corporate identity for a small dairy farm based in South Wales. It tracks the implementation of the new identity on the business stationery, direct marketing material, website and most crucially, product branding. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy The background Ty Tanglwyst dairy farm has a long history dating back to the thirteenth century. They currently farm a pedigree herd of Holstein cattle, the milk from which is sold via a co-operative to major supermarkets. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy The market It is a well documented fact that the prices farmers are able to command for milk sold in this way is being eroded. Forcing many long established farms to cease trading, or look for alternative ways of remaining economically viable. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy The plan To prevent this same scenario occurring at Ty Tanglwyst and in order to maximise the potential returns from the quality product that the farm produces, Ty Tanglwyst will process a percentage of their milk on farm. In order to achieve this, the existing dairy needs to be upgraded to create an on-farm processing unit. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy The brief Initially, the milk that the farm produces and processes will be delivered to the local area (approx 5 mile radius of the farm). As a new venture, the farm needs to raise awareness in order to establish and build a relationship with customers and businesses, who will recognise Ty Tanglwyst as an established supplier of quality milk products. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy The competition Competition comes nationally from the major multiples, convenience stores and locally, from Bridgend Creamery. Whilst not so much in direct competition, other players exists in this increasingly competitive market from producers such as Rachel’s Dairy, Yeo Valley, Wisemans, Cornish Dairy and Bethesda Milk. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy The benefits Core benefits that need to be reflected in the design solution:- Longer shelf life Reduced ‘food miles’ (milk being produced, processed and sold locally) Simple traceability (produced from pedigree herd) Contributes to local economy Excellent animal welfare Ty Tanglwyst Dairy

Ty Tanglwyst Dairy Elements to be considered The design of the following require consideration:- An Identity for the main brand - Ty Tanglwyst Dairy Labels for 3 sizes of bottle - 3 varieties: skimmed/semi skimmed/whole Pre launch marketing material Company stationery items - Letterheads/invoices/comp slips/business cards Web site - supporting the product and promoting the dairy Ty Tanglwyst Dairy

Ty Tanglwyst Dairy Elements to be considered As the main brand, ‘Ty Tanglwyst Dairy’ will require a strong identity which is memorable, authentic, meaningful and differentiated. It should also be flexible to communicate the following :- High Quality Local Heritage/Character Good value Genuine Premium Ty Tanglwyst Dairy

Stage 1 Design Concepts The corporate identity programme is divided into 3 design and development stages Ty Tanglwyst Dairy

Ty Tanglwyst Dairy Brainstorming Stage 1 Design Concepts Brainstorming The design process begins with a ‘brainstorming session’. This is an opportunity to explore all the various elements that could possibly have an influence on the final design. These ideas are expressed in the form of simple words, pictures and diagrams. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy Brainstorming Stage 1 Design Concepts Brainstorming The design process begins with a ‘brainstorming session’. This is an opportunity to explore all the various elements that could possibly have an influence on the final design. These ideas are expressed in the form of simple words, pictures and diagrams. The circled words/phrases indicate important influences on the final identity. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy Concept sketches. Stage 1 Design Concepts Concept sketches. Concept development then takes place with ideas being conveyed in the form of loose sketches for discussion and refinement within the design studio. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy Concept sketches. Stage 1 Design Concepts Concept sketches. These sketch concepts are never intended to be seen by the client, but are a form of shorthand and are created by designers for other designers to communicate thoughts and ideas. The circled sketches/doodles indicate ideas with potential for development. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy Concept sketches. Stage 1 Design Concepts Concept sketches. These sketch concepts are never intended to be seen by the client, but are a form of shorthand and are created by designers for other designers to communicate thoughts and ideas. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy Concept sketches. Stage 1 Design Concepts Concept sketches. These sketch concepts are never intended to be seen by the client, but are a form of shorthand and are created by designers for other designers to communicate thoughts and ideas. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy Concept refinement and presentation. Stage 1 Design Concepts Concept refinement and presentation. The strongest ideas are taken and developed further with a view to them being presented to the client. They are transferred to the computer at this point. At this stage, consideration will be given to how well each concept might translate on to stationery items, although the design of these items will form a separate stage later in the process. Ty Tanglwyst Dairy

The resolved concepts and the first client presentation

The 4 concepts

Concept 1 Ty Tanglwyst Dairy Identity

The typeface This sans serif typeface was selected to create a slightly contemporary yet sophisticated feel.

The origins of concept 1 Ty Tanglwyst Dairy

The logo

The full identity

Alternative colourway

How the same identity works off a dark ground

Colour options to identify milk types

Corporate branding options

Stationery items front back

Concept 1 rationale in summary

Concept 2 Ty Tanglwyst Dairy Identity

The typeface This classic serif typeface was selected to create a impression of heritage and provenance.

The origins of concept 2 Ty Tanglwyst Dairy

The logo

The full identity

Alternative colourways

Alternative format and colour options to identify milk types

Alternative format

Corporate branding options

Stationery items front back

Concept 2 rationale in summary

Concept 3 Ty Tanglwyst Dairy Identity

The typeface This slightly modified version of the Baskerville typeface provides a ‘Celtic’ twist.

Alternative branding option

The origins of concept 3 Ty Tanglwyst Dairy

The full identity

The full identity

Black and White version

Corporate branding options

Stationery items front back

Concept 3 rationale in summary

Concept 4 Ty Tanglwyst Dairy Identity

The typeface The combination of these two sans serif typefaces and the ‘letter spaced’ word DAIRY helps to create a very contemporary feel.

The origins of concept 4 Ty Tanglwyst Dairy

The full identity

Corporate branding options

Stationery items front back

Concept 4 rationale in summary

The 4 concepts

Design Development Invariably, a client will identify elements from each concept which they would like incorporated into the final design. In Stage 2 Design Development, the designer will seek to combine these specific elements into one unified design. Greater consideration will be given to other elements, such as stationery items and labels design.

Stage 2 identity development - ‘Churn’ concept from stage 1 selected for development

Churn image from stage 1

Modified shape to churn

Alternative version of logotype

Ty Tanglwyst Dairy Stationery - detail design and artwork Once the identity has been finalised, consideration can be given to how it will be used in other situations such as stationery. Having agreed content, artwork for all the items can be produced together with a full print specification. Ty Tanglwyst Dairy

letterhead front back

Compliment slips and business cards

envelopes

Business stationery - final

Stage 1 label design

Ty Tanglwyst Dairy Label design The labels have a number of functions to perform. They must:- Conform to certain statutory requirements Be distinctive and stand out on the shelf Clearly convey the corporate brand Communicate the key unique selling point’s of the product Easy to apply to a range of bottle sizes and styles Ty Tanglwyst Dairy

Initial label layout (semi skimmed)

Initial label layout (skimmed)

Final label design

Final label design

Labels being applied in production unit

Stage 1 marketing literature design

Ty Tanglwyst Dairy Marketing material Postcards In order to prepare the ground, Ty Tanglwyst took the decision to pre-empt the launch by producing and distributing publicity material in the form of postcards, outlining to prospective customers the benefits of the new product. Ty Tanglwyst Dairy

Postcards Ty Tanglwyst Dairy

Stage 1 website design

Ty Tanglwyst Dairy Marketing material Website Another key part of the marketing strategy for the dairy was to launch their own website. Again, it is critical that the integrity of the corporate identity as established with the stationery and label design, is maintained across all media. Ty Tanglwyst Dairy

Ty Tanglwyst Dairy Website The website provides an opportunity for the farm/dairy to communicate directly with their own consumers. It enables them to convey in more detail the advantages of buying products from a local supplier and to convey in greater detail, the way the product is produced. The following three slides show examples of the website format. Ty Tanglwyst Dairy

Designed, constructed and produced in association with by studiosda.com Our thanks to Ty Tanglwyst Dairy for their assistance in the production of this presentation