It’s not every day you turn 110, and Tillamook is doing it up! In order to celebrate, the co-op is rolling out a bolder, friendlier, and more consistent look across its entire line of dairy products, according to a recent press release. The new logo will make appearances on all company touchpoint in early 2019, including its buildings, VW touring buses, and on its website.
“Product innovation and rapid distribution expansion across the country has fueled more than 60 percent growth for our co-op over the past five years,” said Tillamook President and CEO Patrick Criteser. “We want our premium cheese, ice cream, yogurt, sour cream, and butter products to come across as unmistakably Tillamook to new and existing shoppers in the dairy aisle.”
Over these past four years, Tillamook has added more new items than it has over the last 40. These products can be found in more than 4,500 stores across the United States, including new regions such as the Southeast, Mid-Atlantic, Midwest, and the Ohio Valley. Criteser noted that due to this expansion, Tillamook needed a consistent packaging design across all of its product categories.
That's why Tillamook brought in Turner Duckworth, a design agency which specializes in creating iconic visual identities and packaging for consumer brands, to work on the project. The co-op’s new brand identity looks to the past but is delivered in a fresh and modern way.
“Our rich heritage matters, and we wanted to ensure it was reflected in our brand refresh,” said Audrey Crespo, Tillamook’s Head of Design. “We dug into our vaults and borrowed from a couple of old 1950s logos to inspire the new wordmark and reinvented our Morning Star ship icon into a simple, own-able symbol that represents our farmer roots, values, and history.”
The ship that Crespo refers to is none than the one built in 1855 to carry Tillamook's dairy products to Portland for broader distribution. The ship has since become a symbol for the dairy co-op, representing the ingenuity of its founding members, and has been found on Tillamook packaging and logos throughout the years. Crespo said the ship’s design is now incorporated into a weather vane on Tillamook packaging, which highlights the company’s farmer-owned heritage with a symbol often found on the rooftops of barns and farmhouses.
“We also de-cluttered our packaging and revamped our color palette to enhance our food photography’s mouth-watering appeal,” added Crespo. “The clean packaging reflects our brand and products with its simple, approachable, and bold design.”
The new look will begin rolling out nationwide in February and March of 2019, so be on the lookout!