Northwest Goodness

One of the largest US dairy processors, Darigold produces a full line of dairy-based products for retail, foodservice, commodity and specialty markets. They are owned by 430 Northwest dairy farm families. In 2018 Darigold was looking to develop a logo system which included updating their corporate, consumer products and trustmark identites. 

Their existing brandmark contained little equity and was applied the same way across all products. They wanted to retain the red “daisy” shape and typography which are unique, ownable and reflective of the heritage and ethos, “Where Goodness Thrives”.

The current logo did nothing to support and reinforce the Northwest origin story which was a main component in the new Ethos.The key was to find a modern and unique way of owning Northwest Dairy and “Northwest Goodness” while keeping the “delightfulness”.Ultimately, Darigold chose a direction based on the visual strategy I created, “Our Journey From Farm to Fridge”. The orginal idea of a droplet evolved into the mountain line work to further support the Northwest origin story. The identity ideation also included packaging schematics and corporate identity application examples. Eventually brand segmentation and packaging architecture will be explored.