About Design Wales and this case study'

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About Design Wales and this case study. Design
Wales provides support for individual Welsh
businesses as well as undertaking a wide range of
activities to encourage and develop the use of
design in Welsh industry and education. This
case study is intended to be used as a resource
for both education and individuals interested in
finding out more about design. Developed by the
designers who undertook the original project, the
case study can be viewed as a whole story or
individual slides can be copied to support other
material in the classroom. All of the
activities of Design Wales are funded by the
Welsh Assembly Government. To find out more about
Design Wales or other resources that are
available visit www.designwales.org
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a case study
from cow to consumer
The story of the branding of
Ty Tanglwyst Dairy
RM Lougher Son
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a case study
This presentation documents the design and
development process involved in the creation of a
corporate identity for a small dairy farm based
in South Wales. It tracks the implementation of
the new identity on the business stationery,
direct marketing material, website and most
crucially, product branding.
Ty Tanglwyst Dairy
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The background
Ty Tanglwyst dairy farm has a long history dating
back to the thirteenth century. They currently
farm a pedigree herd of Holstein cattle, the milk
from which is sold via a co-operative to major
supermarkets.
Ty Tanglwyst Dairy
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The market
It is a well documented fact that the prices
farmers are able to command for milk sold in this
way is being eroded. Forcing many long
established farms to cease trading, or look for
alternative ways of remaining economically viable.
Ty Tanglwyst Dairy
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The plan
To prevent this same scenario occurring at Ty
Tanglwyst and in order to maximise the potential
returns from the quality product that the farm
produces, Ty Tanglwyst will process a percentage
of their milk on farm. In order to achieve this,
the existing dairy needs to be upgraded to create
an on-farm processing unit.
Ty Tanglwyst Dairy
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The brief
Initially, the milk that the farm produces and
processes will be delivered to the local area
(approx 5 mile radius of the farm). As a new
venture, the farm needs to raise awareness in
order to establish and build a relationship with
customers and businesses, who will recognise Ty
Tanglwyst as an established supplier of quality
milk products.
Ty Tanglwyst Dairy
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The competition
Competition comes nationally from the major
multiples, convenience stores and locally, from
Bridgend Creamery. Whilst not so much in direct
competition, other players exists in this
increasingly competitive market from producers
such as Rachels Dairy, Yeo Valley, Wisemans,
Cornish Dairy and Bethesda Milk.
Ty Tanglwyst Dairy
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The benefits
Core benefits that need to be reflected in the
design solution-
Longer shelf life
Reduced food miles (milk being produced,
processed and sold locally)
Simple traceability (produced from pedigree herd)
Contributes to local economy
Excellent animal welfare
Ty Tanglwyst Dairy
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Elements to be considered
The design of the following require
consideration-
An Identity for the main brand - Ty Tanglwyst
Dairy
Labels for 3 sizes of bottle - 3 varieties
skimmed/semi skimmed/whole
Pre launch marketing material
Company stationery items - Letterheads/invoices/co
mp slips/business cards
Web site - supporting the product and promoting
the dairy
Ty Tanglwyst Dairy
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Elements to be considered
As the main brand, Ty Tanglwyst Dairy will
require a strong identity which is memorable,
authentic, meaningful and differentiated. It
should also be flexible to communicate the
following -
High Quality
Local
Heritage/Character
Good value
Genuine
Premium
Ty Tanglwyst Dairy
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Stage 1 Design Concepts
The corporate identity programme is divided into
3 design and development stages
Ty Tanglwyst Dairy
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Stage 1 Design Concepts
Brainstorming The design process begins with a
brainstorming session. This is an opportunity
to explore all the various elements that could
possibly have an influence on the final design.
These ideas are expressed in the form of simple
words, pictures and diagrams.
Ty Tanglwyst Dairy
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Stage 1 Design Concepts
Brainstorming The design process begins with a
brainstorming session. This is an opportunity
to explore all the various elements that could
possibly have an influence on the final design.
These ideas are expressed in the form of simple
words, pictures and diagrams. The circled
words/phrases indicate important influences on
the final identity.
Ty Tanglwyst Dairy
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Stage 1 Design Concepts
Concept sketches. Concept development then
takes place with ideas being conveyed in the form
of loose sketches for discussion and refinement
within the design studio.
Ty Tanglwyst Dairy
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Stage 1 Design Concepts
Concept sketches. These sketch concepts are
never intended to be seen by the client, but are
a form of shorthand and are created by designers
for other designers to communicate thoughts and
ideas. The circled sketches/doodles indicate
ideas with potential for development.
Ty Tanglwyst Dairy
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Stage 1 Design Concepts
Concept sketches. These sketch concepts are
never intended to be seen by the client, but are
a form of shorthand and are created by designers
for other designers to communicate thoughts and
ideas.
Ty Tanglwyst Dairy
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Stage 1 Design Concepts
Concept sketches. These sketch concepts are
never intended to be seen by the client, but are
a form of shorthand and are created by designers
for other designers to communicate thoughts and
ideas.
Ty Tanglwyst Dairy
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Stage 1 Design Concepts
Concept refinement and presentation. The
strongest ideas are taken and developed further
with a view to them being presented to the
client. They are transferred to the computer at
this point. At this stage, consideration will be
given to how well each concept might translate on
to stationery items, although the design of these
items will form a separate stage later in the
process.
Ty Tanglwyst Dairy
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The resolved concepts and the first client
presentation
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The 4 concepts
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Concept 1 Ty Tanglwyst Dairy Identity
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The typeface
This sans serif typeface was selected to create a
slightly contemporary yet sophisticated feel.
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The origins of concept 1
Ty Tanglwyst Dairy
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The logo
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The full identity
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Alternative colourway
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How the same identity works off a dark ground
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Colour options to identify milk types
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Corporate branding options
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Stationery items
front

back
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Concept 1 rationale in summary
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Concept 2 Ty Tanglwyst Dairy Identity
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The typeface
This classic serif typeface was selected to
create a impression of heritage and provenance.
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The origins of concept 2
Ty Tanglwyst Dairy
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The logo
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The full identity
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Alternative colourways
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Alternative format and colour options to identify
milk types
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Alternative format
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Corporate branding options
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Stationery items
front

back
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Concept 2 rationale in summary
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Concept 3 Ty Tanglwyst Dairy Identity
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The typeface
This slightly modified version of the Baskerville
typeface provides a Celtic twist.
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Alternative branding option
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The origins of concept 3
Ty Tanglwyst Dairy
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The full identity
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The full identity
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Black and White version
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Corporate branding options
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Stationery items
front

back
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Concept 3 rationale in summary
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Concept 4 Ty Tanglwyst Dairy Identity
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The typeface
The combination of these two sans serif typefaces
and the letter spaced word DAIRY helps to
create a very contemporary feel.
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The origins of concept 4
Ty Tanglwyst Dairy
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The full identity
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Corporate branding options
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Stationery items
front

back
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Concept 4 rationale in summary
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The 4 concepts
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Design Development
Invariably, a client will identify elements from
each concept which they would like incorporated
into the final design. In Stage 2 Design
Development, the designer will seek to combine
these specific elements into one unified
design. Greater consideration will be given to
other elements, such as stationery items and
labels design.
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Stage 2 identity development - Churn concept
from stage 1 selected for development
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Churn image from stage 1
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Modified shape to churn
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Alternative version of logotype
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Stationery - detail design and artwork
Once the identity has been finalised,
consideration can be given to how it will be used
in other situations such as stationery. Having
agreed content, artwork for all the items can be
produced together with a full print specification.
Ty Tanglwyst Dairy
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letterhead
front

back
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Compliment slips and business cards
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envelopes
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Business stationery - final
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Stage 1 label design
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Label design
The labels have a number of functions to perform.
They must- Conform to certain statutory
requirements Be distinctive and stand out on the
shelf Clearly convey the corporate
brand Communicate the key unique selling points
of the product Easy to apply to a range of bottle
sizes and styles
Ty Tanglwyst Dairy
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Initial label layout (semi skimmed)
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Initial label layout (skimmed)
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Final label design
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Final label design
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Labels being applied in production unit
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Stage 1 marketing literature design
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Marketing material
Postcards In order to prepare the ground, Ty
Tanglwyst took the decision to pre-empt the
launch by producing and distributing publicity
material in the form of postcards, outlining to
prospective customers the benefits of the new
product.
Ty Tanglwyst Dairy
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Postcards
Ty Tanglwyst Dairy
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Stage 1 website design
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Marketing material
Website Another key part of the marketing
strategy for the dairy was to launch their own
website. Again, it is critical that the integrity
of the corporate identity as established with the
stationery and label design, is maintained across
all media.
Ty Tanglwyst Dairy
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Website
The website provides an opportunity for the
farm/dairy to communicate directly with their own
consumers. It enables them to convey in more
detail the advantages of buying products from a
local supplier and to convey in greater detail,
the way the product is produced. The following
three slides show examples of the website format.
Ty Tanglwyst Dairy
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Designed, constructed and produced in association
with
by
studiosda.com
Our thanks to Ty Tanglwyst Dairy for their
assistance in the production of this presentation