Golden Creme

Golden Creme is Unified Grocers’ premium line of dairy products. Seeking a new look with a unique and ownable brand personality, Brand & Marketing collaborated with Murray Brand to develop a new brandmark, packaging design system, and consumer launch campaign. To introduce the new logo and packaging, “Goldie”, the iconic new mascot, debuted her Popup Parlor at nearly 100 member retailers — handing out coupons and giveaways to shoppers and sampling products. Goldie also celebrates the brand’s fun, whimsical essence in point-of-sale materials and advertising found online, out-of-home, in-store, and at industry events.

Project Type: Product Rebrand; Consumer Relaunch | Client: Unified Grocers | Role: Lead Designer | Team: Brand & Marketing

Logo and color

The new brandmark achieves a memorable identity in which a playful, sunglass-wearing cow serves as a primary visual and links the brand, primarily sold in Southern California, to the region’s well-known beach scene. The beach scene also inspires the color palette, featuring sea blues and sunny yellow.

Visual elements

Staging a colored vertical banner on a dairy-blue background anchors the new logo and works with flavor names to communicate a rich and rewarding taste experience while differentiating between SKUs.

Consumer campaign

Golden Creme introduced its redesigned logo and packaging to shoppers with a digital/experiential 10-week consumer campaign featuring a series of fun recipe videos and in-store tastings. Goldie’s Popup Parlor generated buzz around the brand with sampling, coupons and giveaways.

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