The Rare Dairy.

From organic meadows to the retail shelf. Here's how we crafted a flexible, highly visible brand system to support The Rare Dairy’s ambitious commercial future.

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Person sitting on a wooden chair, wearing a pink shirt and black-and-white patterned pants, smiling at the camera.

Lotte - Senior Brand Designer

28th February 2022

Promoting a kinder way of farming, The Rare Dairy is a brand built on the highest standards of welfare agriculture. Their rare-breed Shetland cows share their milk with the farmers in the morning, before joining their calves to graze the day away in organic wildflower meadows. Meanwhile, customers get free deliveries of deliciously creamy, raw, organic milk in various bottle sizes, three days a week. This is milk as nature intended.

When founder Becky approached us, the challenge was far deeper than beautiful aesthetics. The brief required a strategic brand identity that placed kindness and welfare at its core, while also laying the robust commercial foundations to support the business’s ambitious growth plans.

Illustration of cows grazing in a field with text: Reared lovingly on ancient farmland. The Rare Dairy.

Crafting an identity with presence

We developed a wordmark featuring rounded, approachable typography that instantly feels friendly and homely. This strategic choice builds immediate trust while also reflecting the dairy’s absolute priority of welfare and kindness.

To complement this, the colour palette is rooted in the natural tones of the farm environment, punctuated by a vibrant pop of yellow. This energetic contrast ensures the packaging cuts through the noise, commanding attention whether it’s sitting on a busy retail shelf or a customer’s doorstep.

A bespoke brand illustration of a rare Shetland cow in an energetic stance further communicates their ethos. Instantly communicating a sense of freedom and vitality, this works seamlessly as both part of the wordmark and as a standalone icon. Integrating floral elements subtly reinforces the organic nature of the product range.

Green background with text The Rare Dairy and a decorative cow silhouette below.

Designing for scalability and expansion

A successful brand is defined by how it lives in the real world. Once the core identity was shaped, we rolled it out across their physical touchpoints, designing refillable glass milk bottles and premium business cards. Looking ahead, we also conceptualised the delivery van livery, transforming their fleet into visible mobile billboards.

We built The Rare Dairy’s identity with scalability in mind. By creating a flexible brand system, we’ve made sure that as Becky’s ambitions grow, the brand has the natural foundations to seamlessly expand into new product lines and take hold of every opportunity that comes their way.

White delivery van with floral designs and The Rare Dairy logo on an orange background.

Build a brand ready for growth

Whether you’re launching a disruptive new product, refreshing an existing identity, or positioning a premium brand for growth, our studio will help you uncover your core values and turn them into a tangible commercial asset. We craft authentic, scalable identities that align with where your business is heading.

Interest? Let’s talk. Reach out to the brand designers at our Shrewsbury branch to learn more.

By Lotte - Senior Brand Designer

Our strategic design philosophy is second nature to Lotte, who has grown her career with The Curious. As Senior Brand Designer, she embeds deep commercial insight into every purpose-driven identity she crafts, giving brands their edge.

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