Norrland Dairy

Ninety years of milk, and a carton that hadn’t changed since 1998. Norrland wanted younger shoppers to notice it again without losing the families who had bought it for decades.

With the dairy’s in-house team I spent a week in the regional archive, going through old delivery ledgers, shop signs and milk tokens. There I found the original 1930s wordmark and redrew it for small shelves and big trucks. The cartons went from seven colours to three, one for each fat content.

Sales among under-35s rose by a third in the first season. The redrawn wordmark now runs on every truck in the fleet.