Friendship has a 100 year legacy of crafting quality dairy foods, and partnering with local farmers and communities. When it was time for a brand update, The Goldstein Group sought to capitalize on this heritage status while reimagining familiar design elements in brand new ways. Central to the effort is a redesign of the Friendship Dairies’ Dove, which updates the mascot to serve as a bridge between a modern design sensibility and historical appeal. With a large portfolio of products and variations, color also served as an important tool to differentiate offerings while the package graphics employ distinctive holding shapes that organize information as well as play on a farm-fresh theme. Playful and utilitarian copy – e.g., “love the dove” – keeps a focus on the benefits of dairy and is compatible with Friendship’s advertising.