Leading Northern Ireland dairy co-operative Dale Farm, has unveiled a new look for its brand as part of a major growth strategy for the next three years.
Cited as the ‘start of a new era’ by its group chief executive Nick Whelan, the visual identity of the iconic Northern Ireland brand has been redesigned to reflect a more contemporary style and better communicate its farmer cooperative credentials.
Dale Farm has completely redeveloped its consumer facing brand with the objectives to protect and grow brand share as well as communicate brand purpose more clearly with consumers.
The new designs bring farming to the forefront visually, as well as incorporating the brand mission ‘Sharing Goodness Everyday’, highlighting that consumers are supporting local farmers.
Its corporate identity has also been redesigned to align with the new look, using the strapline ‘Your Dairy Cooperative’ to place focus on the role of the 1,300 farmers who own the cooperative and supply it with milk.
“We carried out extensive consumer research aligned with our ambitious business growth plans and our desire to compete at a high level in today’s marketplace,” Mr Whelan said.
“The results showed that it was time to refresh our identity. The Dale Farm brand has been known and loved for generations yet has not been reinvigorated for half a century.
“Dale Farm is extremely proud to be owned by hardworking dairy farmers who supply us with milk to make our products. This is what makes it the successful company it is. Our new look celebrates the central role of farmers in our products and underlines that consumers are supporting the farming sector when they choose Dale Farm.
“We have created a look for our brand that matches the world-class quality of our products – as well as a corporate identity that will be used to create a more cohesive sense of ownership for our farmer members.
“This is a pivotal time for the Dale Farm business. Our brand portfolio of dairy products continues to perform consistently well, thanks to the excellence of our dairy farmers and the innovation of our people.
“We are seeking out and capitalising on new opportunities all the time – from new markets such as RoI for our ice cream range to exciting new product innovations, that reflect emerging consumer trends.
“Our three year plan will see us grow our share within existing and new markets and deepen our presence in a variety of dairy product categories.
“Redeveloping our identity is a bold and confident step that marks the start of a new era for Dale Farm – one which will see us reach more consumers, and in turn support the businesses of our dairy farmer owners,” Nick Whelan said.