A packaging redesign for Friendship Dairies cottage cheese was a much needed redefining of the brand aesthetic and tone. This was an opportunity to make an otherwise boring and commodity-driven product sold to an aging consumer become relevant and new again.

Concentrating key color-hits to single broad strokes for each SKU helped the brand stand out on the shelf and attract younger consumers, without alienating the current loyalists. We cheated a little and honed in on our target through qualitative and quantitative testing.

Modernizing the brand and putting a focus on protein along with shopability helped increase their total sales a wholesome 8.3%. Friendship has helped enliven the cottage cheese category and has risen it from it’s nerd-status to classy, protein-empowered beast mode.