Milk had lost its innocence to consumers who, for generations, held milk as a beacon of purity and virtue. With the dairy industry under intense scrutiny and pressure for plant-based alternatives, guilt was an unwanted ingredient. The glass was half full.

Davis had the opportunity to redeem the narrative from the typical cow-to-carton story to a grass-to-cow story. Rolling Meadow became the brand that could make consumers believe in dairy again.

The brand strategy was shaped to reframe the anti-industry conversation to an empowered pro-improving the system narrative. This created a platform for Rolling Meadow’s commitment to doing dairy right, by letting cows eat grass on pastures like nature intended and creating a mutual benefit for all: farms and farmers, cows and consumers.

The design solution powerfully transformed an uninspiring visual identity to a meaningful destination – a rolling meadow – creating distinction and break-through for the grass-fed environment pivotal to Rolling Meadow’s right-to-win.

Illustrated icons created impactful storytelling for the brand’s three pillars: small family farms, responsibly raised cows, and mindfully made milk. These adaptable elements ensured consistency within any environment the brand story was told, proving winning at shelf is winning everywhere.

Consumers know the power they have in their wallets to drive change. Our job is to help position those brands rising to that challenge as leaders, not followers. And Rolling Meadow is not just one of the herd.