Open Source Dairy
We created Open Source® Dairy - Glanbia Ingredients Ireland's sustainability brand and identity system.
A blueprint for sustainable dairy production – Open Source Dairy
Since the 1760’s Ireland has been a leading player in the global dairy industry. Despite quotas introduced in 1984 to limit supply growth, Ireland has developed a global reputation for excellence in functional and nutritional dairy ingredients for markets such as fresh dairy, infant formula, sports nutrition, weight management and clinical nutrition. The country’s unique geography, sitting on the Europe’s western seaboard and directly inline with the North Atlantic drift, means its farmers enjoy a near-perfect climate for low cost, low impact dairy production.
Scaling this natural source advantage with innovative, efficient milk production and processing practices creates a compelling offer for the world’s largest food and nutrition companies. They are looking for a secure supply of quality assured, natural food ingredients with great consumer appeal that support their own sustainability policies.
Glanbia Ingredients Ireland asked Threesixty to create a brand for its sustainable dairy programme – Ireland’s first. A brand strong enough to bring together farmers, processors, customers and consumers to share the value of sustainable dairy – and flexible enough to stretch from an on-farm quality assurance standard to a trust mark used on-pack.
Our objective is to establish an internationally recognised sustainability standard that leverages Ireland’s natural and green brand in global dairy markets
Jim Bergin, CEO, Glanbia Ingredients Ireland
The project brief was to create a brand for the programme; this would include a new name, visual identity systems and documentation, high level messaging and launch applications.
Working through a series of cross-functional internal workshops and interviews alongside deep external research we defined a brand platform with a unique premis at its heart. What if – instead of trying to own the sustainability programme like a piece of IP – the programme was designed to be shared for others to take and build upon – and so Open Source® Dairy was born. The name came from crashing the established idea of “Open Source” sharing from the world of software development into the concept of supply chain traceability and visibility.
Open Source® Dairy is a blueprint for quality dairy production designed to sustainably realise the value of Ireland’s low-cost, rain nourished, grass fed milk production system in order to meet increasing global demand for clean, safe, high quality dairy ingredients.
We then created a strong and distinctive brand mark that captured the natural advantage that our dairy heritage provides. Climate, landscape and dairy heritage combine to produce milk of the highest quality. The logo and colours are clean and fresh, designed to appeal to global customers who look to Glanbia Ingredients Ireland for trusted dairy products and ingredients. The trust mark is a simple “O” shape – created from the building blocks of our sustainable dairy farming advantage. Ireland’s unique temperate climate is represented by sunshine and rainfall, Forming the perfect natural environment for pasture-fed dairy farming and together these nourish a rich, green and unspoiled patchwork landscape.
A key learning from the discovery phase of the project was that sustainability was a term open to interpretation – to some it meant “organic and earth friendly”, to others it was meant “carbon measurement” and to others it meant “lean and efficient” – when devising messaging; we strove to clarify the meaning of the brand lexicon – as we meant them to be used.
Once adopted by the company, the brand was then rolled out internationally across a suite of farmer, customer, internal and external stakeholder events and collateral.