Cow’s milk is a common item in British households, with many opting for supermarket brands like Cravendale or Arla. However, Freshways, one of the UK’s largest independent dairy suppliers, is less known to consumers as it mainly sells to wholesalers and cafes. With the help of creative agency White Bear, Freshways aims to reestablish itself in the UK dairy market by enhancing its brand and marketing efforts.
White Bear’s creative director, Kelly Mackenzie, nearly missed the opportunity to work with Freshways, but after approaching them on LinkedIn, the agency secured the job. They identified Freshways‘ unique selling point – their exceptional customer service and quick delivery of fresh milk. This led to the development of a new positioning and the creation of Freshways Superheroes to represent their reliability in delivering milk promptly.
The new branding highlights Freshways‘ growth story and focuses on energy, relatability, and freshness. The tone of voice is described as dynamic and engaging, with a focus on being accessible to a wide audience. The packaging was also refreshed to reflect the brand’s new identity without straying too far from its original design.