Mayfield Creamery Recharges Brand with Sweet, New Look
The Story: Dean Foods is unveiling a restaging of its iconic ice cream brand Mayfield Creamery with a new logo and packaging graphics across its 60+ SKUs, designed by branding agency Hughes Design Group. Since 1923, Mayfield Creamery has been crafting quality ice cream with family recipes and fresh cream from their own dairy. The new restage restores the brand’s original name (Mayfield Creamery) as it expands into new markets in Texas, Oklahoma, Arizona and New Mexico.
The Challenge: Looking to expand its ice cream business, Dean Foods sought to gain a deep understanding of the brand among both its core users as well as with consumers who had never experienced the brand. The research revealed that one of the challenges was that the current packaging appeared dated and failed to create an emotional connection to the brand. To re-engage the core audience and establish itself in new markets, Dean Foods realized the packaging needed to work much harder to emphasize Mayfield Creamery’s key points-of-difference: Being made with fresh cream from its own dairy, along with the 94-year family back story.