The WA processor, Brownes Dairy, is rolling the new artwork through 2L and 3L bottles first, with cartons to follow, and adding front-of-pack protein and fat callouts.
The new artwork uses abstract botanical brushstrokes by Perth artist Jordan Lee, referencing the South West region where Brownes sources its milk, in place of conventional farm imagery. The bottles and cartons also carry clearer nutritional labelling calling out natural protein and fat content.
Brownes Dairy head of marketing, Nicole Ohm, said the redesign was intended to support pricing.
“We wanted to create the most beautiful, premium design in the market to show that 100 per cent fresh, fundamentally nutritious WA dairy is always worth paying for, especially when it supports our local farming communities,” Ohm said.
“Every day, our dedicated South West dairy farmers work tirelessly to provide the highest-quality product to WA families, and this landmark redesign is a deliberate business commitment to drive premium value back into our local agricultural sector.”
The company said its market share is at its highest level in three years, and that it remains the state’s number one branded white milk.
The protein and fat callouts are aimed at recruiting shoppers back into the category, which the company said was a driver of the labelling change alongside loyalty.
