A well loved brand in crisis. Dairylea needed to make a seismic change to their packaging as mums were increasingly seeing Dairylea as ’unhealthy processed cheese’ and therefore switching to other more natural alternatives.
We wanted mum to feel good about giving Dairylea to her kids by showing her that Dairylea is made with natural ingredients. We looked back through the ages and decided to maintain one of the brand core equities from previous packs…. Moo was reborn in order to bring back some much needed fun to the range!
A new flexible architecture let the variants live and breath without restricting future NPD.
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