Cultivating the 100%
Organic Grass-fed Landscape

Maple Hill: Grass-fed Organic

Overview

The New Look of 100%
Organic Grass-fed Dairy

Maple Hill, the leader in 100% Grass-fed Organic dairy, approached OffWhite Co to help shape their messaging from being a niche player to speak to a broader audience.

The original positioning and packaging did not do justice to the quality of the product inside the cup. Our goal was to change consumers’ whole perception of the brand, and to be bold in our 100% Grass-fed dairy differentiation.

  • Positioning & Strategy
  • Packaging
  • Branding & Identity
  • Environmental
  • UX / UI, Web Design
  • Out of Home

Strategy

Evaluating all the pieces

OffWhite Design Client - Maple Hill Creamery - Sales Growth

OffWhite Design Client - Maple Hill Creamery - Pyramid

OffWhite Design Client - Maple Hill Creamery - Checklist

Strengths

  • Rapid sales growth
  • Investor confidence
  • Unique Grass-fed credentials
  • Tart taste profile is well received

Weaknesses

  • Packaging lacks impact, taste appeal
  • Low brand awareness
  • Knowledge of Grass-fed facts

Opportunities

  • Grass-fed, low sugar, trending
  • Brand innovation offers material potential
  • Huge runaway for conventional distribution

Threats

  • Crowded + softening category
  • Grass-fed claims due to lack of regulation

Flavor Iconography

To further the grass-fed messaging, we felt it important that the brand iconography language quickly read as “grass-fed” no matter what the flavor or environment the icon would live in. With the help of Maple Hill’s extremely knowledgeable team, we selected the proper grass elements, photographed each bland individually, then recomposed each grassbed composition into a nestle visually appetizing fruit or flavor accent. The resulting image is a striking, own able image that quickly identifies Maple Hill with quality grass-fed product.

  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Vanilla
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Strawberry
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Strawberry Banana
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Raspberry
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Plain
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Peach
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Peach Mango
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Orange
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Maple
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Lemon
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Coffee
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Coconut
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Chocolate
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Blueberry
  • OffWhite Design - Case Study - Maple Hill Creamery - Flavor - Cinnamon

Product Packaging

The inspiration for the packaging stems from the brand’s need to scream 100% grass-fed. We viewed the product as their on-shelf billboard to educate consumers about the brand’s value and point of difference. The packaging system also had to work across many forms, structures, and product SKUs, including – kefir, drinkables, milk, blended yogurt, greek yogurt, cheese, cream on top yogurt. The result is a unified branding program that allows for continued growth as Maple Hill continues to grow their product line up.

Maple Hill Creamery - Before OffWhite - Logo

Before

After

Maple Hill Creamery - Before OffWhite - Product

Before

After

OffWhite Design - Case Study - Maple Hill Creamery - All Products

Creating A Unique Web Experience

The key focus of the website re-staging was to focus on educating consumers with the difference grass-fed adds not only to your body, but to the lives of the farmers, cows, the environment. The website served as both a portfolio of products, as well as a platform for consumers to educate themselves with a wealth of information on grass-fed. Every element was custom built, with a very robust CMS system to support constant updating needs.

Maple Hill Creamery - Website - Home

Maple Hill Creamery - Website - Products

Maple Hill Creamery - Website - Grass-fed

Website

“I can’t count how many times I’ve been approached with compliments on our rebranding, our customers, stores, and investors love everything OffWhite continues to create.”

– Tim Joseph, Founding Farmer

100% Problem Solvers