Miyoko's Creamery Refresh
Welcome to Miyoko’s Creamery. Miyokos has made their home in the land of good food, good wine, and good times in Sonoma, California. Built on the foundations of craft and compassion, they are the natural evolution of dairy — using time-honored techniques and the finest ingredients to make their award-winning, phenomenally vegan butter and cheese.
Service
Branding
Package Design
Art Direction
Agency
Hatch
Year
2022
The Problem
Miyoko's had a loyal fanbase of plant-based dairy enthusiasts, but the current packaging wasn't living up to the brands expectations and aspirations of being the worlds finest and most premium plant-based creamery in America. Miyoko's wanted packaging that conveyed the feeling of where they were from, bright and sunny Sonoma, California. A charming, small town, rich in the farm-to-table food scene.
In addition to an emotional story needing to be told, there were also functional issues that needed to be addressed, like, communication and architecture issues that had been an ongoing issue for the brand.
The Solution
Through comprehensive strategy, an equity audit and a semiotics study, we determined a myriad of ways to maintain brand recognition for existing customers, but also ways to elevate the brand to gain the attention of plant-based enthusiasts that are looking for premium and flavorful dairy options.
The first was to maintain the navy word mark and badge shape, but refine and elevate it to feel more premium. We also ditched the stark white on the original packaging, in favor of a rich cream color that cues traditional creamery. And the inclusion of metallic gold details also help to convey an air of luxury throughout the identity.
In addition to those changes, we opted to remove food photography in an effort to make the line feel more premium, and opted to flood certain parts of the pack with color blocking that act as a differentiator of product categories and varieties, as well as convey flavor.
The Results
Although the company faced several major internal challenges in the following years, the rebrand was seen as a major success by the company as well as consumers in flipping perceptions of the quality of the product as well as taste appeal.
