UX/UI • Creative Direction • Strategy • Brand

Glenilen Farm

Branding, Identity & Strategy

Glenilen Farm

Branding, Identity & Strategy

Glenilen Farm

Branding, Identity & Strategy

Started by Val and Alan Kingston, Glenilen Farm are a small traditional dairy farm based in West Cork, Ireland. In 1997 Val began making cheesecakes and yoghurts for the local market. Since then they have grown from strength to strength and now they convert all of their milk into delicious products using only the best quality ingredients, reflecting their steadfast belief in the goodness of wholesome, natural food.

The Challenge

Crafting a Brand with Heart

To refresh the brand in a manner that attracted new consumers to Glenilen Farm products in the face of a crowded marketplace. Also required was a tone-of-voice and packaging design that allowed the genuine, simple and honest nature of Glenilen Farm to be expressed on & off pack.

At a practical level, the brand needed to reproduce well across a wide variety of pack formats, substrates and printing techniques.

The new Glenilen Farm logo, “Sally and Sue”, drew provenance from ‘Anniken and the Cows’, a painting by Canadian artist Robert Duncan. The painting, which hangs in the farmhouse of Glenilen Farm, is a simple and honest portrayal of farming life and so aptly represents the Glenilen Farm brand. Pack designs and tone-of-voice were developed to reinforce the genuine, natural products created on Glenilen Farm. The designs differentiated itself from the herd through a strong typographic style, the use of simple language, packaging formats and the reinterpretation of traditionallt hard dairy colours of strong blues and pure whites.

The Result

Growth. Expansion & Innovation

Since the rebrand and despite reduced spending in the luxury desserts category and the economic down turn, overall sales for Glenilen Farm have risen by 12%, with growth in Musgraves increasing by 20%.

Although a small SME company, Glenilen have listings in Dunnes Stores, SPAR, Super Valu, Centra and Superquinn, who had previously elected not to stock Glenilen products. Superquinn cited the rebrand as a strong influencer in their decision, giving Glenilen Farm a much more eye-catching product on shelf compared to the previous brand identity.

The brand tested so well in the UK market that Glenilen sought stockists in Great Britain. Glenilen Farm launched in early 2010 in Selfridges on Oxford Street, a breakthrough in terms of visibility and acceptance. On the back of the success to date, Glenilen Farm plan to grow primarily through export to the UK. They have already achieved a listing in Tesco UK, Waitrose, EH Booths, Sainsburys and Ocado.

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