In a UK dairy market dominated by household names like Cravendale and Arla, Freshways Milk has long been the unsung hero of the industry. As one of the country’s largest independent dairy suppliers, Freshways built its reputation serving wholesalers, cafes, and retailers, but until now, it flew under the radar for everyday consumers. That changed when the brand teamed up with creative agency White Bear for a bold rebranding campaign, injecting superhero flair into its identity to stand out in a crowded, price-driven market.
The challenge was clear: transform Freshways from a behind-the-scenes B2B supplier into a consumer-facing powerhouse. White Bear’s Creative Director, Kelly Mackenzie, explains, “Freshways had the speed, reliability, and freshness to compete with giants, but their branding didn’t reflect it.” The agency zeroed in on the brand’s unique selling point—delivering milk to businesses within 12 hours—and turned it into a playful narrative. The result? A cast of Freshways Superheroes, whimsical characters designed to symbolize the brand’s commitment to efficiency and freshness.
Drawing inspiration from iconic superhero emblems like Superman’s “S,” White Bear crafted a dynamic logo with an upward swoosh, evoking motion and urgency. The visual identity extended to packaging, where traditional milk colors (blue for whole, red for skimmed, green for semi-skimmed) got a modern twist with soft pastels. Heroic illustrations of the Freshways Superheroes replaced the cliché “cows in fields” imagery, adding a splash of personality to supermarket shelves.
The rebrand wasn’t just about visuals. White Bear developed a punchy, energetic tone of voice to match the theme. Think short, action-packed sentences like “Milk delivered faster than a speeding bullet” and playful wordplay emphasizing freshness. “We wanted the language to bounce like an athlete ready to sprint,” says Mackenzie. This approach made Freshways relatable to everyone from busy café owners to morning coffee drinkers.
Beyond aesthetics, the campaign included a redesigned website and app to streamline orders for wholesalers and retailers. By blending humor with functionality, Freshways now positions itself as the go-to choice for businesses and consumers alike, a brand that’s fast, reliable, and unafraid to have fun.
