BrandOpus brings ‘culture’ back to dairy aisle with Breakstone’s rebrand

Global branding agency, BrandOpus, has updated the visual identity and packaging of Kraft Heinz’s New York-based dairy brand, Breakstone’s. The new design aims to provide a contemporary twist on the brand’s heritage and reconnect it with consumers.

Facing competition and new entrants in recent years, the brand turned to BrandOpus to boost contemporary relevance, with the goal of re-establishing what makes Breakstone’s unique for today’s consumers. The research conducted by the BrandOpus team, highlighted that although the brand was deemed reliable and credible, it was showing up in the world as formal and old-fashioned.

“Breakstone’s has built a legacy on carefully crafting delicious dairy staples - something we really didn’t want to lose with the new identity. Our ambition was to package that up in an emotive way that enriches the lives of new and existing consumers,” says Paul Taylor, chief creative officer and founding partner at BrandOpus.

Playing into Breakstone’s heritage, the new design is rooted in the idea of ‘enriching the everyday with craft and care.’ While the white and red colour palette was retained to preserve memory structure, the logo was updated to use the symbolism of signage, working as a visual embodiment of permanence. The logo aims to be an indicator that Breakstone’s is a reliable and trusted brand that has stood the test of time and can now welcome new consumers at the shelf.

The graphic elements, including the spoon- a bullseye on the current packaging- was amplified, and is now used across the portfolio and within the wider identity to champion Breakstone’s dairy. The linework background aims to metaphorically create connections to stamps and marks of quality, while the illustrations were designed to capture the handcrafted nature of the brand.

“The strengthened look and feel re-establishes us as a relevant, modern heritage brand and rightly reflects the richness and craft that is integral to Breakstone’s,” says Ken Padgett, director at Cheese Brand Build, Breakstone’s.