Drayne's

A Delight in Every Drop — Dedicated to Dairy Since 1932

We’ve been working with the lovely team at Drayne’s Dairy Farm rebranding their master brand, ice cream and milk offerings. A family business based in Lisburn with a whopping 90+ years to their name, Drayne’s puts the quality of their dairy at the centre of everything they do. With an admirable approach to animal welfare and a dedication to sustainability, their farm is one of strong values- care for animals, the planet and their people, with a desire to innovate.

The Approach

A DELIGHT IN EVERY DROP

When we approached the Drayne’s master brand, we knew we needed a system that would flex for their different offerings and audiences, with assets that could dial up and down the playfulness, and always with the suggestion of quality dairy at the very centre of what they do. With a soft, creamy logo and a delightful drop, mixed with a poppy and eye catching palette for maximum on-shelf and digital impact, we told the Drayne’s story through a modern lens. We felt that the milk offering should naturally fall under the remit of master brand, as it’s this product that’s at the brand’s core.

Making Milk Magic

The Drayne’s brand to date was playful and highly illustrative, catering to a decidedly child-friendly audience, which it was felt no longer reflected their full range of clientele and the quality of the product (we can confirm, it is luscious). Our job was to create a new brand, that still had their playful and down to earth spirit at heart, but one that would not alienate any age bracket, while also emphasising the premium nature of the product for both their retail and foodservice customers. Conscious that we wanted to retain the warmth of personality that Drayne’s are known for, we’ve chosen a soft and creamy typographic style, supported by squishy, rounded illustrations that showcase the Drayne’s farm story, (including their sustainability efforts) and a bright and poppy colour palette that brings the fun of ice cream enjoyment to the fore.

What we did

Brand Identity
Storytelling
Packaging Design
Product Naming
Illustration
Environmental

Owen Drayne – Managing Director
Drayne’s Farm

“Slater Design understood what Drayne’s Farm stands for as a family business. They created a brand that feels warm and true to our roots, while giving us a clear system for the future. It reflects the quality and pride that go into everything we do and feels unmistakably Drayne’s.”