Spreading the right story for Dairy Crest

You will probably recognise Dairy Crest as the company that owns cheese and dairy brands such as Cathedral City, Davidstow and Clover, and you might still connect it with dairies. However, in 2015 Dairy Crest sold its UK dairies and milk floats to Müller in order to focus on cheeses, spreads and baby milk formula – which is a big part of its business growth plan.  

If you had looked at the Dairy Crest website a year ago though, the imagery, content and messaging suggested that dairies were still central to what the company does. Dairy Crest challenged us to refresh its website and position the organisation as an innovative British food and ingredients producer with real links to the countryside and its farmers.  

A handful of Britain’s favourite brands  

As a corporate showcase, the site needed to target several distinct audiences, including investors, employees, farmers and the media. But it also serves as a hub for consumer brands, some of which don’t have their own websites. Incorporating these different ‘strata’ of content required us to map out the various user personas and user journeys to ensure everyone could get to their priority content as quickly as possible without losing the opportunity to browse other relevant material.  

Originally, we were asked to create bespoke templates for each brand page. However, some of the pages (Cathedral City’s, for example) directed users to explore the full brand sites, while others (like Vitalite’s) needed to contain more consumer-oriented content, such as product information, promotions and contact details.

Instead of creating different templates, we came up with a design that could be customised with colours, images, videos and modules to give each brand landing page a bespoke feel. The pages are easy for the Dairy Crest brand team to maintain, as all ofthe content can be managed through the content management system, or CMS.  

A creative bunch   

Our Creative Director was involved right from the start, and came along to all of the client meetings and workshops to understand the challenge, the audiences and the kind of content we would be working with.  

Our designs needed to present Dairy Crest as an innovative, future-proof business but also as a friendly and caring brand to work with and for. To capture this balance, our design uses the bright and appealing colours of the Dairy Crest logo, a hand-drawn font, quirky icons and imagery which showcases the company’s products and people. We introduced interactive elements such as videos, maps and pop-ups across the site to catch the user’s eye and present content in different ways.  

A winning corporate website  

This was a big project and a big step for Dairy Crest, transforming how its business and brands are presented. Throughout the project, our team worked closely with Dairy Crest’s Director of Investor Relations and the Corporate Communications Director to review requirements, perfect the designs and gather content. With every web project, there are a few hiccups or unexpected requests along the way, but regular status calls and project updates meant everyone was on top of such ‘surprises’. And, as we neared the launch, we had regular calls with Dairy Crest’s IT team to make sure everything was set to go live.  

The finished website is a bold, modern reflection of the innovative work Dairy Crest is doing and the talents of the brilliant people who work there. The site is entirely controlled by the team, who can easily change content or imagery, set up new pages or move modules around to refresh the site or publicise results and announcements.  It was a joy to work on. 

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Jon Towell

Creative Partner Jon Towell co-founded Luminous. He now specialises in helping clients articulate strategic stories that connect with key influencers.

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