The Task

Alex Baird Handling required their brand to be modern and flexible to take on new and diverse markets whilst paying recognition to their company roots as a dairy farm and of a 3rd generation family business.

Keeping all of these elements in mind presented a challenge for our design team; An aggressive or sizeable shift could alienate loyal customers. The brand design team at Mucky Puddle researched the proposition, experimented with various styles before implementing a contemporary vintage mark using bold typography bound by an abstract milk crate. The original blue and red primary colour scheme was softened slightly to a more sympathetic set of tones. The established date was maintained for historical recognition.

The brand would be required for use on all online and offline assets; from the back of a business card as a solo element, screen printed in a single colour onto the side of a milk crate, or front and center on the website banner, the logo had to stand out.  Of particular note, the van decals required precise planning to ensure the materials would fit to the millimetre, taking into account door handles, panel creases, openings etc. It was important to establish a flexible and fluid brand to be easily transposed across a range of elements.

All of the marketing materials required for every-day business would be emblazoned with the new brand so the importance for consistent application was essential. To keep the brand on target our designers created a handy brand summary sheet and file pack with popular formats to ensure accurate reproduction every time.