In 2018 – 2019, Paris Creek (formerly BD Farms Paris Creek) switched up their brand – changing their name, look and feel to modernise the brand and to emphasise the growing trend of bio-dynamic milk processing as well as its local origin. However, as a long loved brand - the change was too sudden. Unfortunately, Paris Creek was not prepared for the onslaught of irate consumers who didn’t recognise the new labelling or were upset with the price rise and physical product changes. Sales soured and there was a lot of pushback by consumers online – especially with some fearing the brand had been bought out by overseas buyers.
Paris Creek brought in Venus in to help deal with their comms and sales crisis. I was tasked to come up with simple but reassuring tags to reassure consumers that the best parts about Paris Creek had not changed at all.
The client settled on my simple line of: “Same Love. New Look.” which we translated into digital and outdoor assets.
While we would have loved to work longer on the bigger umbrella re-brand, we understood that this was a spot crisis and I really enjoyed how quickly we worked to meet the client’s urgent deadline.
