Today, the word ‚organic‘ is commonly found on a variety of products, from butter to tampons, without causing much surprise – it has become a familiar part of the brand and buyer vocabulary. However, this was not the case in 1991. Horizon Organic, a pioneering US-based dairy brand, has been in this space for 33 years, leading the way as an early adopter in a market that has now become mainstream. Elmwood New York recognized the importance of this heritage when they recently refreshed the brand to solidify its position in the competitive $86 billion market.
Elmwood New York was tasked with redefining Horizon Organic’s visual and verbal identity, modernizing the brand while honoring its trailblazing roots. In 1991, Horizon Organic was at the forefront of offering products free from antibiotics and growth hormones, and the evolved identity reflects the brand’s ongoing commitment to innovation and sustainability in the organic industry.
The new branding, centered around the concept of ’shared horizon,‘ aims to position Horizon Organic as a leader in American food, promoting collaboration, sustainability, and community engagement in the organic movement. Elmwood retained recognizable elements of Horizon Organic’s branding, such as the red packaging and mascot Happy the Cow, within a new brand architecture designed to help consumers navigate the dairy aisle. The new packaging features a connecting arc shape to create a cohesive brand block.