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Lucerne Identity and Package Design
The oldest and largest Safeway-owned brand, Lucerne Dairy Farms has $1.2 billion in annual sales and the potential for more with its reach across 475 SKUs across and 20 categories. To unite the brand and grow consumer loyalty across categories, we built a consistent, yet flexible system, depicting the shared moment between a mother and her calf. It's a a powerful link to childhood and motherhood and their emotional associations with freshness, wholesomeness, and nurturing, and it gives the brand an authentic sense of place and an enduring innocent charm. (Work done with the incomparable Trinity Brand Group team.)
