Opinion BY Armin

The Cow Jumped Over the Yoghurt

Launched in 1988 in the UK, Bio Green Dairy is a range of yoghurt-based products that includes real-fruit yoghurt drinks, Lassi Ayran drinking yoghurt, Lebanese style labneh yoghurt, and now a new series of exotic fruit Lassis. The new packaging across all lines has been redesigned by London-based Carter Wong Design.

Redrawn logo.

At the centre of the Lassi packs and Bio Green Dairy’s other product lines is a new brand identity featuring a revitalised ‘Edna’ the cow. Edna’s new lease of life comes from a redrawn illustration that gives her an energetic bounce, a frisky, flicked tail and a set of (previously omitted) udders. She now jumps happily over the brand name, itself re-crafted with a hand drawn font. The milk white cow sits (or leaps) across all the Bio Green Dairy ranges, reversed out of any colour appropriate to the range or product in question.
— Press Release

Old packaging, above, of the drinking yogurt. New, below.

New Lassi product line.

Product range.

To be perfectly honest, the only or, at least, the main reason I am posting this project is because of Edna, the cow. I love me a good, quirky animal logo. This probably sounds wrong when written but Edna has a charming udder. Her ears are horns are also adorable. And to my eyes, it looks as if she was drawn with yoghurt, in all its splatty glory. Of the packaging, I like the drinking yoghurt design, with the big single-fruit illustration big and bold in the center of the bottle; I don’t get, at all, the baseball-style script text underneath the fruit but it kind of, sort of blends in to pass unnoticed. The new exotic-fruit Lassi drinks are fine; a little cliché with the Indian patterns and the overall typography of it is trying too hard to convey exotic-ness. Overall, the whole packaging line and brand has definitely benefited from the redesign.