| The
project began by looking at the complexity of the existing identity
structure. The original dairy division in Northern Foods had
six companies all with their own strong and recognisable symbols.
We decided that the new company needed a single new
identity under which to gather and unify the strengths of
the individual brands. The first step was to decide on the
name for the umbrella ‘identity’.
As the doorstep delivery division, Express Dairies had a
significant history – and high recognition amongst the
public. After much research and exploration, we recommended
creating a single powerful brand named Express Dairies. |
