The Tension
The dairy aisle is notoriously confusing with countless options making it hard for consumers to choose; Horizon Organic was looking to reassert their leadership in the competitive $86 billion market. To do so required marking a new chapter, one in which its messaging doubled down on its commitment to healthier, more sustainable food communities. Boasting a growing product portfolio, the team tasked us with creating the foundations for a fresh brand language, architecture and identity which signaled Horizon Organic’s product diversity and aim to create a healthy, happy “shared horizon” for all.
The Power
In a crowded category where organic has become ordinary, it was crucial for the updated brand identity to underpin Horizon Organic’s legacy as the pioneer and translate their mission of reimagining a healthier food system. The visual symbol of the “shared horizon” is central to the new design ecosystem and serves as the foundation for all creative applications. The signature arc embodies Horizon Organic’s commitment to regenerative agriculture and evolves to become a new design asset which adds structure and stand out at shelf. The concept aligns with the brand’s beloved mascot, Happy The Cow, to create a meaningful and memorable brand world experience that embodies a vision of connection, community, and inclusivity – where everyone plays a role in supporting healthier, sustainable food futures. Packaging design updates include handcrafted illustrations which support a new brand architecture developed to simplify the shopping experience by clearly communicating the benefits of each individual product. Horizon Organic’s inviting brand refresh transforms the dairy experience into a collaborative mission where quality, innovation, and environmental health are at the forefront in reimagining a healthier American food system. The evolved identity reinforces the brand’s continued commitment to driving innovation and sustainability in the organic industry whilst honoring the brand’s rich heritage.