For decades, this family-owned, Northern California organic dairy has been driven by its passion for environmental stewardship, innovation, and artisan quality. We were asked to help clarify their brand position and refresh their design to continue to compete in a sea of new organic brands crowding the refrigerated aisle.


We saw a huge opportunity to make the brand’s external expression better align with their internal sense of purpose and to make their differences in quality and commitment to sustainability clear to consumers. This brought us back to the source; the exceptionally well-treated animals that are the heart and soul of Straus. A charming cow doodled by the founder’s mother on a paper napkin became the iconic center of the new visual story, celebrating the simplicity, harmony, and commitment at the core of the brand.