The Tillamook County Creamery Association (TCCA), Tillamook, Ore., celebrated turning 110 years old by rolling out a bolder, more consistent look across its entire line of dairy products.
“Product innovation and rapid distribution expansion across the country has fueled more than 60% growth for our co-op over the past five years,” says Patrick Criteser, president and CEO. “We want our premium cheese, ice cream, yogurt, sour cream and butter products to come across as unmistakably Tillamook to new and existing shoppers in the dairy aisle.”
UK-based Turner Duckworth designed the new logo and brand identity to deliver nostalgia in a fresh and modern way.
“Our rich heritage matters, and we wanted to ensure it was reflected in our brand refresh,” says Audrey Crespo, head of design. “We dug into our vaults and borrowed from a couple of old 1950s logos to inspire the new wordmark and reinvented our Morning Star ship icon into a simple, ownable symbol that represents our farmer roots, values and history.”
The ship is a symbol for the dairy co-op, representing the ingenuity of its founding members. The ship’s design is now incorporated into a weather vane on Tillamook packaging, which highlights the company’s farmer-owned heritage with a symbol often found on the rooftops of barns and farmhouses.
“We also de-cluttered our packaging and revamped our color palette to enhance our food photography’s mouth-watering appeal,” adds Crespo. “The clean packaging reflects our brand and products with its simple, approachable and bold design.”