1. 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.
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2. from cow to consumer Ty Tanglwyst Dairy a case study
The story of the branding of
Ty Tanglwyst Dairy
R&M Lougher & Son

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. The resolved concepts and the first client presentation

21. The 4 concepts

22. Concept 1 Ty Tanglwyst Dairy Identity

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

24. The origins of concept 1
Ty Tanglwyst Dairy

25. The logo

26. The full identity

27. Alternative colourway

28. How the same identity works off a dark ground

29. Colour options to identify milk types

30. Corporate branding options

31. Stationery items
front back

32. Concept 1 rationale in summary

33. Concept 2 Ty Tanglwyst Dairy Identity

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

35. The origins of concept 2
Ty Tanglwyst Dairy

36. The logo

37. The full identity

38. Alternative colourways

39. Alternative format and colour options to identify milk types

40. Alternative format

41. Corporate branding options

42. Stationery items
front back

43. Concept 2 rationale in summary

44. Concept 3 Ty Tanglwyst Dairy Identity

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

46. Alternative branding option

47. The origins of concept 3
Ty Tanglwyst Dairy

48. The full identity

49. The full identity

50. Black and White version

51. Corporate branding options

52. Stationery items
front back

53. Concept 3 rationale in summary

54. Concept 4 Ty Tanglwyst Dairy Identity

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

56. The origins of concept 4
Ty Tanglwyst Dairy

57. The full identity

58. Corporate branding options

59. Stationery items
front back

60. Concept 4 rationale in summary

61. The 4 concepts

62. 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.

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

64. Churn image from stage 1

65. Modified shape to churn

70. Alternative version of logotype

72. 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

73. letterhead
front back

74. Compliment slips and business cards

75. envelopes

76. Business stationery - final

77. Stage 1 label design

78. 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

79. Initial label layout (semi skimmed)

80. Initial label layout (skimmed)

81. Final label design

82. Final label design

83. Labels being applied in production unit

84. Stage 1 marketing literature design

85. 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

86. Postcards
Ty Tanglwyst Dairy

87. Stage 1 website design

88. 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

89. 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

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