Red Cow Organics cheese had already existed for several years. Their packaging was generic and somewhat tired, but importantly it was letting down the quality of the delicious cheese.

With successful cheese making came the opportunity to range in Woolworths stores. This was the catalyst for the step-up of the packaging and creating a brand of difference in the highly competitive cheese cabinet and category at Woolworths to win over consumers.

From a deep dive into the world of Red Cow Organics and all things dairy and cheese-making, through our Brand Story method, it came to light that the regenerative farming practices at Red Cow Organics made for very healthy cows and, naturally, very delicious cheese.

Putting it all together while looking for a brand positioning that would set Red Cow Organics apart from all other cheeses, we developed The brand story “Delicious Cheese from Healthy Cows”, which became the brand design inspiration for the 'yoga' cows.

In keeping with our target consumers' take on life and the importance of ethical food and animal care, we depicted the cows in several yoga poses using a happy, without being cartoon-like or childish, illustrative style to strike a balance of premium/quality product and brand appeal, with differentiating humour.