Brown Cow tapped Little Big to help return the brand to its "quality, heritage and sensorial roots."

Born in upstate New York in 1973 by a pair of free-spirited founders and their Jersey cow, Lily, Brown Cow has always been rooted in simple indulgence. Known for its signature cream-top yogurt—where a rich layer of cream rises naturally to the top — the brand helped define the indulgent yogurt category long before it became mainstream. But over time, that story faded on shelf.

“The opportunity was clear, reclaim Brown Cow’s place as the original creamy, indulgent yogurt, and make that story instantly felt,” said Ben Glotzer, senior creative director, Little Big. “We needed to communicate decades of craft, richness, and authenticity in a matter of seconds at shelf, and returning to the brand’s most authentic origin; Lily, the Jersey cow who started it all, made for the perfect muse.”

Lily, the heart of the brand, was reimagined through a custom, hand-drawn illustration that feels both nostalgic and fresh. Expressive, warm, and full of personality, Lily evolves from mascot to storyteller. Paired seamlessly with the newly customized typography in the Brown Cow logo, she invites consumers into a world where indulgence is simple, honest, and rooted in tradition.

The visual system was richly designed to trigger appetite appeal and emotion. Delectable, custom ingredient photography highlights flavor in its most craveable form, while layered, whimsical backgrounds add depth, texture, and a sense of crafted care. Every element works together to evoke the product’s defining characteristic: that unmistakable, cream-top richness.

“More than a redesign, it’s a reclamation of identity. A return to glass-bottle nostalgia, where milk was fresh, cream rose naturally to the top, and simplicity signaled quality. Because when your story is this rich, you don’t need to reinvent it. You just need to bring it back to life,” said Glotzer.

Little Big Brands is an independent, creative agency.