The Proper Dairy Company


Designed by Therese McGuinness, Aine Lenihan and Deirdre Corcoran at Chapter.

Motion design: Aine Lenihan

Categories: Identity / Packaging

Industry: Commercial

Tags: Food and drink / Retail / Packaging / Branding / Identity

These passionate cheese producers enlisted our help for the creation of their brand identity and company trading name. Their primary focus was the imminent launch of their first product to market; a one-of-a-kind halloumi cheese made using the traditional Mediterranean recipe but with the best milk in the world, Irish milk. Never one to cut corners, their cow, goat and sheep milk is always in its truest form and never skimmed. This dedication to high standards extends across all aspects of their company conduct. Working with local family-owned farms and food co-ops, they strive to practice business that promotes positive social impact and to produce food that is truly sustainable.

With all their hard work and honourable endeavours, they needed a name that communicated this loud and clear. The name ‘The Proper Dairy Company’ immediately sets them apart from competitors and establishes that they are different for all the right reasons. Telling the ethical side of their story through their name meant that the visual identity could work to evoke the fantastic taste and richness of their products. Colour, typography and iconography came together to express abundant flavour, meticulous methodology and a wonderful blending of cultures.