Branding Dairy's Future

Established in Melbourne in 2011, Pure Dairy had evolved from a foundation of dairy commodity trading to include a full range of consulting and trade services across commodity, food service and retail.

– Brand Strategy
– Brand Identity
– Copywriting
– Corporate Comms
– Website Design
– Animation


The dairy industry was changing. The single-point, transactional, profit-driven, supplier-based business model that dominated the dairy industry for decades was not going to thrive in the industry moving forward. To meet the challenges of supplying businesses in the 21st century, Pure Dairy knew it must challenge conventions, push boundaries, and develop new innovative solutions to meet demand.

In 2023, Pure Dairy was amid a significant investment in its capabilities. The company had grown exponentially since its inception to four international offices and a trading network covering 72 countries when it connected with Fluid Branding. With big ambitions for the future, the team had been battling to successfully deliver a brand that encapsulated and elevated its offer.


After several discovery sessions, Fluid developed a complete brand strategy starting from the ground up with a customer value proposition that helped define the distinctive, differentiated offering of Pure Dairy for its buyers compared to the legacy competitors.

Merging global reach with a service mindset to drive innovative dairy solutions. Pure Dairy acted as more than a supplier. They were strategic partners, consistently presenting quality, trusted and reliable opportunities that fostered customer’s needs through clever trades and a global network of suppliers.

Fluid knew that Pure Dairy’s unique business model needed to be reflected through its brand’s expression to ensure that it not only represented its progressive mindset but that it was clearly different to that of its competitors.

Having created the proposition, Fluid's creative team crafted a transformative brand identity, helping the brand proudly embrace its distinctive difference. The new brand identity avoided any of the traditional, green pastures, sunshine, or pictures of cows so common in the category. Instead, they embraced a contemporary corporate identity that showed the connections it drew between commodity trading, global logistics and quality-certified final products.


It’s early days but the launch of the rebrand has been covered in a number of trade media publications and trade conferences. The new Pure Dairy brand has been present with heightened activity in trade shows, marketing activity and product launches with many more plans to be brought to life in the months ahead.

“The Fluid team have been an amazing group to work with. From our first introduction meeting, they really took the time and effort to understand our business and their attention to detail was a standout... Fluid was great in guiding us along the journey and their ability to articulate reasons why certain applications should be done in a certain way was refreshing and welcomed. Overall, they have gone above and beyond our expectations and have been a fantastic partner to work with. We look forward to working on more successful projects with them.”

Kristian Dow, Group Marketing Manager, Pure Dairy

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