Woolwich logo. Woolwich logo. Woolwich logo. Woolwich logo. Woolwich logo.

Woolwich Dairy

Illustrating Good Taste: Woolwich's Playful Makeover in Goat Dairy Delights

Scope

Brand Strategy Visual Identity Packaging Website Brand Guidelines Social Content Launch Campaign

Woolwich Goat Dairy is dedicated to crafting totally delicious cheese, milk and butter from pure Canadian goat milk.

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Line illustration of Woolwich Goat.

Started in 1983 by three family members with a small herd of goats; they envisioned sharing their honest-made, fresh goat dairy nationwide.

 

Woolwich first came to us to improve its on-shelf brand presence: the challenge arose because products were spread across three in-store areas, with no cohesive look or continuity across SKUs. The ask was to rename the brand and re-design its entire visual identity, including creating a strategic brand platform, packaging, promotional materials, web presence, and everything in between.

Collage of lifestyle images at Woolwich farm.
Before and after Woolwich logo.

First, we developed an ownable brand platform, including a narrative, core values, and tonal guidance, and went through a rigorous naming process—testing new names against the existing with consumer groups. It became clear that the Woolwich name held substantial equity, and the collective decision was not to change it.

Illustration pattern of goats and doodles for Woolwich.

We created a direction that evoked a farm-fresh, honest, and approachable feel for the brand, connecting consumers to Woolwich’s story and positioning. Through this, the goal was to grow everyday offerings and connect with new consumers on a deeper and more meaningful level.

Booklets open of various Woolwich illustrations.

Through intensive research, we discovered that many shoppers had apprehensions about the goat product category, so our challenge was to overcome these by telling the story of mild-flavoured, fresh and simple products that can be consumed daily.

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Illustration of a heart with two goats on top.
Multiple cheese boards and products from Woolwich organized on a table.

To tell the story of Woolwich’s farm-fresh taste, we worked with illustrators to create custom illustrations to help showcase the brand’s personality: whimsical, playful, honest and simple.

 

We then conducted extensive visual testing of packaging and identity, ensuring the brand’s personality came off as friendly, allowing the company’s love of goats to shine through. In the process, we managed extensive food and legal regulatory guidelines, a complete bilingual execution, and studied innovative packaging design to optimize the consumption experience. Our deliverables were many, but each had its distinct strategy and purpose: the website reskin, brand essence video, storybook and product catalogue (catered to several distinct audiences), strategy and packaging development, brand launch collateral, as well as photography and a robust sales kit.

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Our work with the Woolwich team was successful because it hinged on collaboration. We worked closely with our client partners to conduct country-wide store visits, focus groups, and goat farm trips and functioned as an extension of their team for the entire duration of the project. Our passion for the brand and the trust we cultivated with their team drove the project, allowing us to collaboratively create something we could all be proud of.

Studio pack of ads and branding of Woolwich.

Thanks to a fantastic partnership, we proudly rolled out over 70 SKUs nationwide, appearing on shelves anywhere from major Canadian grocery retailers to locally owned specialty stores. (We lost count of how many goat products we’ve consumed in the process, but it’s more than we’d like to admit.)

Multiple booklets showing ads and branding of Woolwich.
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“Couldn’t think of better partners! You have a remarkable team and agency culture.”

Jenna Pringle Marketing Manager, Saputo Dairy Products Canada

Differnet colours to show Woolwich's branded colours.
Collage of various Woolwich packaging.
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Someone looking at Woolwich's website on a phone.
Someone looking at Woolwich's website on a tablet.
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Illustrations of different fruits, vegetables, ands seasonings.
Illustrations of different fruits, vegetables, ands seasonings.
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Packaging of two Goat Milk products from Woolwich.
Packaging of two Speardable Goat Cheese products from Woolwich.
Packaging of two Crumbled Goa Feta products from Woolwich.
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Multiple Sales Catalogs that are opened, showing various ads from Woolwich.
Open booklet showing Woolwich's history timeline.
Leaflets of Woolwich logo and goat.
An open booklet that shows an ad for Woolwich.
Table of people looking at label samples for Woolwich.

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