Epiim is the largest cheese producer in Estonia. It’s a cooperative, owned by local milk farmers, that has been around for well over 100 years. Over the course of its long history Epiim has introduced several iconic products that have captured the hearts of Estonian consumers.
However, Epiim had recently been heavily focusing on export and had consequently become virtually unknown on the local market, as the brand research clearly showed. A following design audit revealed that Epiim’s existing “Dandelion” identity was inconsistently presented on packages as well as over a wide range of different carriers. The farmers had lost touch with the product their milk was used for.
It was the biggest player, but nobody knew what it stood for – or that it even existed.
A brand platform was built, focusing on the company’s ownership by the salt of the earth – Estonian farmers. Epiim was not just a producer, but one of the main forces behind the development of rural life and industry in the whole country.
