Parag Milk Foods’ premium farm-to-home dairy brand has refreshed its identity with a younger, contemporary look as it seeks to re-establish its lifestyle and single-origin proposition
Pride of Cows, the premium farm-to-home dairy brand owned by Parag Milk Foods, has unveiled a revamped brand identity as it seeks to bring its aspirational positioning back to the forefront.
The refresh introduces a younger, more dynamic and contemporary expression for the brand, while retaining its core proposition of milk sourced from its own farm and delivered directly to consumers.
The company said Pride of Cows was originally built around a differentiated farm-to-home, single-origin model, with farm ownership and a distinctive consumer experience forming key elements of its premium positioning.
However, as the dairy market has become more crowded and brand communication has increasingly focused on products and categories, the lifestyle-oriented proposition of Pride of Cows became less prominent, the company said.
Beyond A New Logo
The latest transformation goes beyond a change in the logo, with the company seeking to create a broader brand world centred on nourishment, wellbeing, nature and intentional living.
A key element of the new identity is the egret, a bird found around the Pride of Cows farm. Rather than focusing solely on the cow, the new visual identity uses the egret to represent the wider farm ecosystem, including its landscape, animals and natural rhythms.
Akshali Shah, Executive Director, Parag Milk Foods, said the brand needed to evolve alongside its consumers while retaining the foundations on which it was built.
She said the new identity was intended to move Pride of Cows beyond conventional dairy communication and towards a lifestyle proposition.
“The expression is new, but the foundation remains unchanged: the same farm, the same herd, the same single-origin philosophy and the same focus on quality,” Shah said.
Global Creative Collaboration
The new identity has been developed in partnership with Pollinate, bringing together creative expertise across typography, illustration, motion and sound.
Marta Cerdà Alimbau has contributed to the typography and logotype, while Daria Lada worked on illustration. Emanuele Colombo contributed to the motion identity and Naren Chandavarkar to the sonic identity.
The combined elements are designed to bring the farm, its ecosystem and the concept of intentional living into a contemporary brand expression while retaining the single-origin proposition.
Premium Dairy Proposition
Pride of Cows is the flagship premium brand of Parag Milk Foods and is positioned around its farm-to-home, single-origin concept.
Parag Milk Foods, established in 1992, operates dairy manufacturing facilities in Maharashtra and Andhra Pradesh and has a portfolio spanning milk, ghee, curd, paneer, cheese, UHT milk and other dairy products.
The company also operates Bhagyalaxmi, its dairy farm in Maharashtra, which houses more than 5,000 cows and uses an automated milking process.
With the identity refresh, Pride of Cows is seeking to strengthen the connection between its single-origin dairy proposition and a broader lifestyle narrative, while maintaining the farm, herd and sourcing model at the centre of the brand.
