22 June 2006
New design delivers for Dairy
Graham’s – Scotland’s largest independent, family-owned
dairy operation – is set to cause a splash with the official unveiling of its new brand image at this year’s Royal Highland Show, Ingliston. Bridge of Allan-based Graham’s has undertaken a significant six-figure rebranding exercise as part of the company’s ongoing development strategy which has seen it become the seventh largest milk processor in the UK. The rebrand follows a period of considerable expansion for Graham’s, having acquired 20 businesses in the last decade and enjoyed 13 years of straight growth.

The contemporary new look has been applied to all products in the Graham’s range and incorporates an updated, photographic representation of the company’s famous milk splash. The new identity, created by Edinburgh-based Three Brand Design, is carried across all literature, advertising and vehicle livery, and extends to the company’s new website at www.grahamsfamilydairy.com

Embodying the core values of the company, the fresh new design includes a touch of tartan to emphasise the company’s ‘Scottishness’ and reassure consumers that they are buying a locally-produced product. Members of the Graham family will also appear on-pack alongside brief stories relating to their experiences growing up and working within the business, which is now run by a third generation of the family.

Commenting on the new branding, managing director Robert Graham jnr said: “Graham’s is proud of being a Scottish, family business with a farming heritage and we hope our new look will help to communicate this effectively to our customers.

“Creating a clean, fresh new brand image is a positive step not only for our company but also in promoting the professionalism of the dairy industry generally. Additionally, by investing in the visual appeal of our product range and creating an eye-catching brand which stands out on-shelf we hope to support our retail customers and drive trade within the dairy section of their stores.”

Established in 1939 by the grandfather of current managing director Robert Graham jnr, Graham’s Dairies has grown both organically and by acquisition, boosting annual turnover to £28m. It still operates as a family concern with the son of the founder, Robert Graham snr, active in the roll of chairman.

The Grahams have farmed in the Stirling area for five generations and are still significantly involved in the sector – a fact reflected by the company regularly topping nationwide review tables for the ‘farm gate’ price paid to milk producers.

With distribution depots in Fife, Lanarkshire, Ayrshire and Angus, Graham’s continues to focus on the ‘middle ground’ market of hotels, restaurants, nursing homes, independent retailers, schools and the catering trade although further inroads continue to be made into the supermarket sector.

The company recently secured a contract to supply Graham’s branded organic milk, butter and cream to Scotland’s first Waitrose stores which opened in Edinburgh on 1 June. In 2005 the company won a major contract to supply its organic milk range to 30 Sainsbury stores in Scotland and the North of England.

The bulk of Graham’s business continues to be in milk – whole, semi-skimmed and skimmed – but the company also produces a range of high quality dairy products, including salted and un-salted butter, single and double cream, Jersey milk, organic milk and cream.

The company is also a key participant and funding partner of the ongoing Scottish Dairy Marketing Company ‘White Stuff Milk Moustache’ promotion which has seen a 5% increase in sales of low fat milk in Scotland since it began (source, TNS). The campaign uses high-profile celebrities to promote the health benefits of milk, primarily to children and teenagers. With matched funding from the Milk Development Council, SDMC have invested over a million pounds since the campaign started in 2003.

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