Jacques Dairies are a family run milk delivery company based in East Yorkshire, established in 1989. Their online presence has never been that strong, preferring the traditional, tried and tested techniques of delivering milk to peoples doorsteps. However, as peoples demand for ordering online grew, so did the company’s desire to explore an e-commerce approach to selling their products.
The rebrand ran alongside a full website redesign and build (by themoodychild.co.uk), and it was clear the client was willing to commit whatever was needed to take the business to the next level.
The client was clear on his vision for the logo, with a ‘back of beer mat’ sketch provided, which meant there was not too much room for design manoeuvre. I was happy to stay on brief though, as I knew the end result would work and reflect the business well.
My first concept featured a much more stylised cow on a side elevation, this was rejected however in favour of a cows head, face on. I found a cow that we were all happy with and began the illustration process; I wasn’t fully confident that this was the right approach, due to it being overly complicated and difficult to scale down. However, once it was in situ, it seemed to fit in just right and the balance and symmetry were really on point.
The colour palette was a fairly obvious choice, nothing too crazy, but nice, subtle pastel shades representing the grass and sky. The typeface was another element that really suited the brand and the style of the logo, I stumbled across this font, ‘57th Avenue’ recently and sometimes you just find the right font at the right time, it was perfect for this project, providing a lovely vintage aesthetic, which contrasted the modern look of the logo.
My worries about the responsiveness of the logo, were allayed slightly with the option of releasing the name from the original look up, offering a bolder, typographic alternative for more flexible usage.