Golden Hooves is a new brand from First Milk, the UK's third-biggest dairy cooperative. First Milk started a journey of regenerative agriculture to play its part in climate solutions. Part of this journey was the birth of Golden Hooves - the company's first B2C brand in almost a decade. At the core of the brand message, Golden Hooves is focused on regenerative farming practices; now it's time to challenge conventional farming narratives by showing how agriculture can be pivotal to sustainability.
Their first product and brand's starting point is their Mature Cheddar Cheese, launched in April 2023. After the feedback gathered for their initial trial packs, Golden Hooves were looking for an updated, refreshed look for them to capture what the future of the brand is, while also planning development and product expansion of additional products such as Chutneys, Butter, Meat and Biscuits.
The major challenge before the team was to develop flexible, effective packaging that could work across multiple product categories yet communicate the unique values of Golden Hooves. The brief was to design two different packaging concepts, one for Mature Cheddar and one for Vintage Cheddar, both to be launched in 200g and 2.5kg sizes. The packaging design needed to carry the regenerative farming message, be suitable for a rural setting, and still work well in independent stores, farm shops, and delis.
"We felt a true two-way flow of communication throughout the process and ended up with a design that we are proud of and is now flying off the shelves."
Leona McDonald, Business Unit Director
Golden Hooves
Golden Hooves had several major challenges during the development process. The first was to effectively communicate the pioneering approach to regenerative farming, which places soil health and biodiversity at the forefront of this agricultural method. The process of regenerative farming is, while great for the environment, rather unknown to many consumers; hence, the packaging should tell this story of sustainability loud and clear, remaining beautiful and relevant in farm shops and independent retail displays. Then again, it had to stand out as a challenger brand within an extremely competitive market; the farming industry had to change perceptions and show the integral role it could play in combating climate change.
This new design had to epitomise the ethos of this brand and strike a balance between authenticity and innovation. It would also have to work for product extensions into the future, like the forthcoming Vintage Cheddar, but still adhere to the core visual identity. Finally, there was a need to ensure the packaging was not only functional and aesthetically appealing but also produced in an environmentally responsible way. The design had to reflect Golden Hooves' commitment to regenerative farming and its broader sustainability mission.
Addressing these challenges, our team used a multi-layered approach, developing a visual identity that captured the essence of Golden Hooves' regenerative mission. We explored everything from bold, earthy tones to elements that conveyed both the rural charm of the brand and the modern, sustainable focus underpinning its farming practices.
The concept development started with the packaging design. The two initial directions for those for Mature Cheddar and Vintage Cheddar, which we presented. To guarantee that each concept works in many sizes and adapts without a hitch to their forthcoming product lines, care is taken. This allowed flexibility to ensure that the package can grow with the brand.
Once a preferred design direction was selected, we moved to refine the visuals by choosing the right fonts, ensuring the packaging was both functional and visually striking. Attention was paid to integrating key messages and values of the brand into the design, making sure the visuals will pop on retail shelves.
In tandem with the design of packaging, we developed an integrated communication strategy to extend the story of Golden Hooves. The series included a host of out-of-home campaigns, trade show displays, and one memorable activation featuring a giant, fully recyclable golden hoof. We even took inspiration from the disruptive nature of iconic symbols such as the anarchy logo, reimagining it through a cow's head in a bold, recognisable brand icon.
Throughout the process, we maintained a collaborative, two-way communication flow with the client, ensuring that their feedback was incorporated into the design to create a final product they were proud of.
The Golden Hooves brand and packaging have received great support and have already made an impact in the market. Several of the cheeses have won prestigious awards, including Great Taste awards, highlighting the quality and sustainability message behind the products. The new packaging has helped the brand stand out in a competitive sector, communicating the regenerative farming ethos clearly and effectively.
The out-of-home campaigns and giant golden hoof activation not only drive better awareness but also engage new audiences with the mission of the brand. Retailer feedback has been glowing, and Golden Hooves products have been flying off the shelves. This campaign has set up Golden Hooves as a leader within regenerative dairy farming and a champion for sustainable agriculture.
Golden Hooves are not just great-tasting cheeses, but about changing the conversation around farming. The brand is committed to regenerative farming practices that benefit the environment and support sustainable agriculture. Leading the charge for a more sustainable future in dairy farming, Golden Hooves does so with a bold new visual identity and packaging reflective of this mission.