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How to get 700 members to believe in a new visual brand identity.

In our recent collaboration, we joined forces with First Milk, a certified B Corp and 3rd largest dairy farming cooperative in the UK, to revitalise the brand’s visual identity and essence.

How to get 700 members to believe in a new visual brand identity.

KISS

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In our recent collaboration, we joined forces with First Milk, a certified B Corp and 3rd largest dairy farming cooperative in the UK, to revitalise the brand’s visual identity and essence.

With the challenge of gaining unified approval from 700 cooperative members, our strategic process was put to the test.

First Milk CEO, Shelagh Hancock, highlighted our expertise and thoroughness saying “KISS listened and took the time to truly understand the business, what we do and importantly, how we do it. They created a broad range of creative options that helped to shape our thinking and enabled us to select the branding that we feel really reflects the business today.”

Here’s an insight into the KISS process and a few key areas that helped us gain First Milk’s trust.

 

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Brand Spark Workshop

Stakeholder Engagement:

We believe in involving all key members in our process.

That’s why we actively engaged First Milk’s key members and valued their opinions. By doing so, we empowered them and fostered a sense of ownership.

Design is important to winning hearts and minds in a rebranding initiative. And that’s why we involved members in the design development phase.

We used focus groups, surveys, and workshops to gather their insights and preferences. This inclusive approach let us incorporate their feedback into the final brand identity that reflected their sensibilities and aspirations.

 

Alignment of Values:

To win over the members, it was vital to demonstrate how the rebranding aligned with First Milk’s core values.

We conducted extensive research to understand the cooperative’s mission, vision, and regenerative approach. Within her testimonial, Shelagh shares that she was impressed by our genuine interest in their business…

An approach we take with any project to become our client’s creative partners.

We developed a brand identity that visually and verbally expressed these values, showcasing the direct connection between the rebranding and First Milk’s ethos.

This alignment instilled confidence and resonated with the cooperative’s membership.

 

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Round 1 Concepts

Mild to Wild approach

We developed progressive design concepts with the support of the key members of First Milk, ensuring their vision was met. Our approach to brand transformation is to explore the ‘mild to wild’ scale of creative changes and it played a crucial role in shaping First Milk’s thinking.

Leading to the selection of an identity that accurately reflects the cooperative’s values and aspirations.

 

Developing relationships

As a small studio, we were able to develop a close relationship with the client and wider team that included regular check-ins and rigorous project management to ensure goals were met in a timeline set out by the client.

As a small and nimble team, we were able to assist First Milk in a flexible way that worked for them to help them in their decision-making.

This included travelling to board meetings and meeting necessary people to help them understand the new brand.

By keeping members well-informed about the rebranding timelines and feedback deadlines we built trust and ensured that everyone understood the KISS process and felt at ease in creating changes within the company.

 

KISS transformed the pre-existing brand marque and supporting assets, successfully overcoming familiarity bias while future-proofing the brand.

If your business is in need of a brand transformation that captures the essence of who you are and resonates with your target audience, then drop us a line.