Hofmark Dairy: from farm shop to national shelves.
- Hofmark Dairy, Schleswig-Holstein
- Identity, packaging, web
- 2024–25 · 14 weeks
- Logo, 11 SKUs, bottle, site
- 1 → 340 stores in 18 months
A family dairy with one shop and one chance.
Hofmark has made milk and yogurt on the same farm since 1961. In 2024 a national chain offered a six-month trial listing, if the packaging could hold its own next to the big brands.
Eleven products, six weeks, no new recipe.
The old labels were printed on a desktop printer. Nothing could change inside the bottle, the listing date was fixed, and the budget covered one print run.
Who did what.
- Strategy, identity, packaging
- Mara Lind ↗
- Website development
- Kai Brenner ↗
- Photography
- Jonas Reyes ↗
- Copywriting
- Ines Vogt ↗
- Print production
- Druckerei Hansen, Kiel ↗
Four proof rounds.
Every round went onto a real chiller shelf with forty regulars and two buyers. We watched what people picked up first, not what they said they liked.
Cow illustration, script logo. Tested well with the family, badly on the shelf.
Bold color blocks. Buyers liked it; regulars thought it was a supermarket brand.
The farm’s own rubber stamp, redrawn. One color per product.
Stamp tightened for flexo; bottle cap color-codes fat content.
Same milk, new shelf presence.
Drag the divider, or focus it and use the arrow keys.
The quietest direction sold the most. People trust a farm that doesn’t shout.
What changed.
“Mara asked better questions on our farm than our last agency did in a year. The buyer approved the listing in the first meeting.”
Test on the shelf, not on a screen.
Every direction looked good in a PDF. Only one survived a two-meter glance in a chiller. I now budget a shelf test into every packaging project.
Close every case study with a contextual CTA while the proof is fresh.
Founders who just read the case
Primary CTA plus next project teaser for those still browsing.