Do you see that over there? Why, it’s none other than Organic Valley’s new packaging! The dairy maven has rolled out a redesign of its iconic packaging, aiming to communicate its brand story and point of differentiation.
“As a farmer-owned cooperative founded in 1988, we believe it’s essential to evolve with our consumers, and that includes the product packaging and marketing we do to build and support a market for small organic family farms,” said Jaclyn Cardin, Chief Brand Officer. “Our new product packaging was specifically designed around the core values that make us unique and resonate with consumers. More importantly, people should know that every product purchase makes a huge difference in supporting and saving small family farms.”
Organic Valley partnered with branding agency Moxie Sozo to create the new packaging. The “Nowstalgia” concept features modern illustrations that focus on attributes important to both the brand and consumers. The logo has also been revised to fit the new designs, and many products will feature a QR code that shows consumers the positive impact from their purchase. According to a press release, the new design also showcases key values, like pasture-raised dairy and never using antibiotics, synthetic hormones, toxic pesticides, or GMOs.
The new packaging will roll out across the product portfolio in 2023 and continue into 2024. The new design can be found on store shelves now with Organic Valley Pasture-Raised Eggs, Organic Valley Free-Range Eggs, as well as Organic Valley Whole Milk, Reduced Fat 2% Milk, Lowfat 1% Milk, and Fat Free Skim Milk in gallon and half gallon options.
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