Juggling containers, tasting pudding, meeting cows. Just another day for the teams at strategic brand design agency Webb deVlam, Chicago. In the last year, the firm has helped solve two unique business challenges within the dairy aisle. The first: find a modern audience for a heritage pudding brand. The second: make a shared mission among dairy co-op farmers to connect with more people, including new moms.

Land O’Lakes approached the agency to help them re-energize their newly acquired Kozy Shack products, a heritage pudding brand. The task was to take this classic product and give it a fresh appeal for today’s buyer. While Land O’Lakes wanted to increase incremental sales, it also did not want to alienate a very enthusiastic base of loyalists who love the brand and its wholesome and simple products.