Knowing that a lengthy investment had already been made in identifying its consumer segment and the brand mission, Organic Valley needed a consultancy to deeply understand the goals of the organization and communicate its multi-layered message to a mainstream audience without:

1.) alienating loyal consumers 2.) withholding information regarding their farm practices and beliefs or 3.) speaking negatively of competitors or of conventional farming practices.

Technical specifications: packaging design must work within litho printing capabilities and current packaging structures, position must be actionable immediately and the brand identity must be executable across a broad network of marketing channels.

Voicing the truth of Organic Valley farmer families' experiences became the brand strategy and lead to a more cohesive, mom-centered Brand Ambition (brand position, story, copy). The Brand Ambition isolated a visual shorthand that aligns Organic Valley priorities with those of young mothers – family, health and farm. Authentic, experiential visual elements are utilized to help young mothers quickly understand that Organic Valley's farmer-owners are families too, and they create products that they are proud to put on their own dinner tables. These include: candid Organic Valley farmer-family photography, Organic Valley farmer signatures, green pastures, blue skies and healthy cows.

The brand restage solution launched in Q1 of 2013. No sales data was available at the time of this entry.