When Borden first approached us about refreshing its brand, we mooed with delight at the opportunity to give the iconic Elsie the Cow a facelift. After an extensive audit, we saw a cluttered, fractured brand—with new product launches underscoring a stunning lack of integrated brand identity. First we shaped a new brand mark that softened Elsie’s features and made her even more approachable. Then we developed a consistent packaging look and feel, adopting red as a signature color and enlarging the logo for greater shelf impact.
