Stand up and be herd: Joining the Regen Revolution.

At a glance.

Born to churn up the conversation around conventional farming, this new dairy brand called on Teapot to shout about the good they’re doing for both our planet and our food. After presenting their new range of Cheddar, they tasked us to create packaging that made people want to chomp down on their seriously delicious cheese. And the story behind it.

Rooted in agricultural heritage, Golden Hooves is the first B2C brand launched in over a decade by the UK’s third largest dairy cooperative, First Milk. Leading the way to greener pastures, the brand was built to prove that when you give back to the land, you get even more flavour in return.

This identity created a golden opportunity to do things differently. Teapot set to work creating a stomping-good communication strategy that celebrates climate conscious farming while embracing the brand’s cheeky, indulgent personality.

The hurdle.

Every exciting venture brings its challenges, and this project was no exception. Like any new brand, Golden Hooves had big ambitions that called for even bigger ideas. As the new kid on the block entering a market dominated by household names, the challenge was to create packaging that didn’t just catch the eye, but persuaded people to reach for something new. Something different.

Launching with their 200g and 2.5kg Mature and Vintage Cheddar, the creative needed to flex across future product ranges, from meat and chutneys to butter and biscuits, each with varying pack sizes. This called for a design system built to grow with them while seamlessly telling their story of sustainability.

But regenerative farming isn’t widely known. In fact, it’s almost un-herd of. This presented both a challenge and an opportunity: to position Golden Hooves as pioneers in this space, flipping the narrative to show farming as part of the solution to climate change, not the problem.

Growth strategy.

Starting with packaging, we built an integrated communication strategy to bring Golden Hooves to life. The result is a multi-layered identity that fuses heritage with sustainability, expressed through packaging that is functional, visually striking and responsibly produced.

Rather than simply treating regenerative farming as a message, we used its core principles to define the design. Inspired by the importance of soil health and biodiversity, we balanced rural charm with bold, contemporary forms and earthy tones. Refined through considered typography and layout, this evolved into a cohesive system that works seamlessly across product ranges, commanding attention at every touchpoint.

With their creative identity established, we breathed life into Golden Hooves through an integrated communications strategy built to confidently claim its spot on crowded shelves. Out-of-home, trade shows, and a standout activation featuring a giant, fully recyclable golden hoof ensured the brand didn’t just show up - it stood out.

The shift.

If anything, this project proves that bold ideas drive impactful results. Golden Hooves wasted no time earning recognition for its eco-conscious cheeses, picking up multiple trophies at the British Cheese Awards for both the product and the packaging. A clear signal that the creative doesn’t just look as good as it tastes, it commands attention and secures its place on the shelf.

From out-of-home campaigns to the iconic giant golden hoof, the brand cut through and engaged new audiences with its mission at the centre. The response has been glowing, with products flying off shelves and bold packaging helping position the brand as a premium product in a fiercely competitive deli market.

Beyond the shop floor, Golden Hooves is changing the conversation around farming. The campaign has positioned them as a leader in regenerative dairy, challenging perceptions and paving the way for a more responsible future, brought to life through a bold visual identity that matches its pioneering ambition.