The Look of Local

When the Newfoundland and Labrador Dairy Co-operative became 100% locally owned and operated in 2025, its flagship Central Dairies cartons had not been refreshed in over two decades. The brand needed a modern, shelf-breaking visual identity that conveyed its new local ownership and pride without sacrificing the deep trust it had earned over generations. The redesign had to stand out in a busy grocery environment, feel instantly recognizable, and celebrate Newfoundland and Labrador roots on a modest design budget. 

We led a full packaging redesign built around “homegrown pride.” The new Central Dairies cartons use bold colour, fun local icons, and distinctive illustration to signal freshness and local ownership at a glance. Each SKU’s artwork was crafted to be both charming and highly functional on shelf, making it easy for families to spot their favourites. We developed a cohesive design system and guidelines so the new packaging could be rolled out consistently across the full product line and supporting materials.