Pride of Cows, a premium farm-to-home dairy brand from Parag Milk Foods Ltd., has unveiled a completely revamped brand identity. From its inception, the brand was built around a differentiated farm-to-home, single-origin proposition, with milk coming from its own farm and reaching consumers directly. Its premium proposition, farm ownership and distinctive consumer experience were designed to create a sense of aspiration and exclusivity.
Over the years, however, as the dairy category became increasingly crowded and communication became more product and category-led, the distinctive lifestyle aspiration of Pride of Cows became less visible. The new identity is a deliberate step to bring that ambition back to the forefront and make the brand’s distinctive character visible once again.
The new identity is younger, more dynamic and expressive, moving Pride of Cows beyond conventional dairy communication towards a lifestyle proposition built around nourishment, wellbeing, nature and intentional living.
At the heart of the new identity is the egret, a bird found around the Pride of Cows farm. While dairy storytelling has traditionally centred on the cow, the egret offers a different perspective: a quiet observer of the animals, landscape and rhythms of the farm. It allows the brand to bring the larger farm ecosystem into its storytelling and create a distinctive visual and emotional world.
Akshali Shah, Executive Director, Parag Milk Foods Ltd., said, “Pride of Cows was never conceived as just another dairy brand. From the very beginning, we built it around a differentiated farm-to-home proposition and an aspiration for a very different kind of consumer relationship with dairy. As the consumer has evolved, the brand too needed to evolve. We wanted to move beyond the conventional codes of dairy and create a world that is younger, more dynamic and more aspirational. The new identity gives us the opportunity to make Pride of Cows not just a product choice, but a lifestyle choice. We want consumers to feel that Pride of Cows says something about who they are and the choices they make. The expression is new, but the foundation remains unchanged: the same farm, the same herd, the same single-origin philosophy and the same focus on quality.”
Developed in partnership with Pollinate, the new identity brings together global creative expertise across typography, illustration, motion and sound. Marta Cerdà Alimbau has contributed to the typography and logotype, Daria Lada to illustration, Emanuele Colombo to motion identity and Naren Chandavarkar to sonic identity.
