First Milk, a British, farmer-owned dairy cooperative, was on a mission to build a more resilient dairy chain; they were exploring ways to offer a fresh revenue stream for farmers through a B2C offering. Their initial plan was to trial an on-farm vending franchise selling their own regenerative milk with optional flavours and their own cheddar. KISS came in to help translate this idea into a consumer facing brand. 

A core foundation for a consumer MVP was delivered, enabling First Milk to launch and trial its on-farm vending franchise and retail offering. The following year, the business model expanded with the launch of Golden Hooves regenerative cheddar in farm shops and independent retailers, including Booths and Fortnum & Mason. The product received multiple accolades, including Best New Product of the Year. The range has since grown to include a variety of regenerated cheddars, crackers, and a new Salted Butter, which is now officially stocked in 109 Waitrose stores across the UK.

At the time, visiting farms directly had been boosted by Covid. However, the vending machine placement would be important in order to gain enough sales. Another consideration was how the vend experience could tell the story of regenerative farming in a consumer friendly way. 

As a B2B brand, KISS focused on building C-suite confidence in the creative process—guiding them from context and consumer insights through to design education and brand experience. For a franchise model, a key success factor was creating a flexible kit of parts that any farmer could implement, ensuring a consistent experience across everything from signage to instructions and day-to-day operations. In short: plug in and go.

Through our workshop and team insights, the name ‘Golden Hooves’ was agreed on. The team used the term ‘golden hooves’ to describe how the integration of livestock is key to regenerating soils as their trampling spreads organic matter increasing the ability to store nutrients and carbon. ‘Golden’ also signals high quality and taste.

Inspired by the interaction between cow hooves and the Earth, we explored a range of design concepts rooted in regeneration. Moving away from farm-brand clichés, the final identity embraced a modern, approachable look. Bold earthy colours and rounded type convey warmth and accessibility, while still sitting confidently under the trusted First Milk name, representing over 700 farmers. Cow illustrations across the brand add meaning and familiarity, while the golden hooves pattern acts as a playful yet purposeful device to reinforce the regenerative story.

The tone of voice is more straight-talking and proactive, clear enough to educate, and emotional enough to connect with consumers on a personal level.

Drawing inspiration from the natural textures and layers of soil, we explored a range of design directions. The final cheddar launch pack centred on a hand-crafted cow emblem encircling planet Earth, symbolising the role of golden hooves in shaping a better future. We leaned into a gritty aesthetic that echoes the crumbly character of Cheddar, using warm oranges and browns with hand-drawn textures to evoke flavour and stand out on shelf. The result is a distinctive, story-rich pack that feels right at home in farm shops.

The final identity was crafted to communicate the regenerative story in a clear, consumer-friendly way, flexible enough to work across grocers, vending machines, and retail, while always telling a consistent story. The franchise rolled out across a variety of locations, including a trial of Golden Hooves’ regenerative Cheddar. After finalising the brand with KISS, the packaging designs were expanded further and adapted to suit a growing range of products, from cheese to crackers to butter which has been recently stocked in Waitrose.

Thanks to the wonderful team at First Milk, Shelagh, Rebecca, Mark, Phil and Stuart.