Boutique creative design agency Jam&Co worked with Noumi to create a distinct visual identity for Australia’s Own dairy milk and plant-milk brands, to tap into natural Aussie goodness, with cartons for the new range manufactured by Tetra Pak.
The Tetra Pak cartons for the newly designed Australia’s Own range are made mostly from paper. Tetra Pak’s paper materials are sourced from FSC certified forests. They are sustainably managed to protect the surrounding communities and resources, and for every tree harvest to make Tetra Pak packaging, three more trees are planted.
Jennifer Segail of Jam&Co said the directive of the brief was to create a brand and packaging that was more distinct, modern, natural and uplifting, and link it to Australia.
“We created a brand that taps into natural Aussie goodness – creating a strong personality and tone of voice. Capturing the playful nature of the brand – coupled with distinctive assets, created a brand and packaging that has disrupted at shelf and engaged through outdoor and social campaigns.
“It was imperative Australia’s Own transformed into something more distinct, linking the brand to Australia was the natural step, leaning in and owning a bold and confident ‘Aussie’ character. A tone of voice was developed that is playfully Australian, reflecting the feeling of fun that Aussies are known for,” she said.
Segail explained that a full set of distinctive brand illustrations were created for use on packs and other communications “to capture the natural goodness of Australia”.
“Playful illustrations which are fun, evoke feelings of positivity and naturalness, which brings a smile to consumers faces. The illustrations are essential for setting the brand apart and can be seen on plant and dairy milks, creating a beautiful story for the consumer to engage with no matter what product they choose,” she said.
The new visual identity now conveys “effective and beautiful branding which encompasses the essence of the brand, with the joy and cheekiness of Australia at its core”.
“Working with Jam&Co on this journey has been a pleasure since day one. The emotion, love and time put into the brand from all, is what’s made the outcome so special,” says Hamish Thomson marketing manager Australia’s Own.
The new packaging was launched in Australia and across the Southeast Asia region this month, and went live with a “cheeky” advertising and social campaign.
