RUMIANO
What is the best way to highlight heritage, legacy, and provenance in a modern way?
Service
Brand Purpose and Positioning • Visual Identity • Packaging Design • Innovation • R&D Partnership • Fundraising
Category
CPG • Dairy • Regenerative • Pasture-Raised
For more than 100 years, the Rumiano family has been pasture-raising dairy cows on small family farms on Redwood Coast of California to make delicious, nutrient rich grass-fed cheese. They were contributing to a positive cycle of health for people, land and animals a century before “regenerative farming” became buzzworthy.
As strategic partners, our challenge was to evolve the brand’s positioning and visual identity to remain true to Rumiano’s heritage, but better express the brand’s advantage to today’s consumer. We conducted qualitative research with both users and “yet-to-be” users to inform and inspire a more emotionally salient brand identity system highlighting the specialness of the bioregion that allows cows to roam free and graze year round.
While not in market yet, consumer feedback showed 9:1 preference for the new packaging and buyers from natural to club are all raving about the design. Most importantly though, members of the Rumiano family shared that the new identity feels even more like themselves than it did before.
