Conran Design Group refreshes Cow and Gate’s milk range

Cow and Gate, the largest consumer baby milk brand in the U.K, worked with branding agency Conran Design Group to redesign the core brand range. The brand refresh aims to bring to life the brand’s existing personality in a modern way, therefore appealing to a younger audience whilst ensuring their current consumers are not alienated.

The new design system has been able to accommodate an extended portfolio. In Februrary 2021 a new product variant, Cow and Gate Simply A2, made with A2 protein milk, was launched. The product has its own distinctive identity corresponding,  yet fits into the overall design aesthetic established by the core range.

“We created a set of ownable characters, enabling the pack to communicate a compelling and playful story which connects with our target market. It combines energy with the reassurance of long-standing heritage,” says Maren Steffens, creative director of Consumer Packaging at Conran Design Group.

Conran Design Group dialed up heritage and brand cues, such as the logo and the use of red, to retain the brand’s distinctive assets and consumer trust, and strengthened the nutritional claims on Follow-on Milk and Toddler Milk packs. The new brand adopts a playful tone of voice with the animals on pack, whilst also retaining the seriousness consumers would expect from a baby formula milk.

“Conran Design Group have produced not just a design, but a design system which really makes the brand come alive on shelf. The new identity remains true to our brand values and personality, it focuses on what consumers really want, enabling us to appeal to existing customers, as well as the next generation of parents,” says Stephanie Dawson, Cow and Gate senior brand manager.