BP Dairymen: Brand Journey

At ITC Digital we are very proud of our Brand work – here’s the creative process behind BP Dairymen’s rebrand.

Who are BP Dairymen?

B&P Dairymen are a family business delivering to households since 1984 we started our first milk round in Gosforth. Their principal aim has always been to provide a regular and reasonable delivery service and claim to never have missed a regular delivery in even the most atrocious weather.

Our Process

Vision Board

With every project that we take on, we go through a ‘Brand Journey’ to understand how to correctly represent our client’s brand. We work through many steps in this process starting with a vision board where we can identify the key features of the brand and what they stand for/represent.

When creating a vision board, we take inspiration from the company’s goals and aims – their messages and aspirations. In the example of BP Dairymen, it was really important that we showcased the fact that the milk comes in glass bottles and that it had a traditional, friendly feel to it with a nod to sustainability.

Colour Palette

From the vision board, we are now able to create a colour palette. Not every colour will be used but it is good to have variations that we can use within the process; usually a primary set of colours and secondary colours.

Green is used to represent the eco-friendliness of the brand, initially on the mood board we looked at an aqua colour rather than a fuller green, but as we developed the logo design it was decided that this was a better option for the brand. We paired this with blues to stimulate trust and is the colour of clear communication.

Initial Scamps

Using the mood board and colour palette, we can create various initial scamps where we experiment with different ideas to create a basic logo that will be pitched to the client for feedback.

We experimented using a variation of bottle shapes and cow faces to design something that was both interesting to look at but also obvious as to what it is representing. When designing we aim to achieve a logo that accurately reflects the brand as well as an icon/submark that the client can use.

In the coloured designs below you can see where we have tried to combine the cows head with the milk bottle.

Final Logo

Once we have feedback from the client we can then begin to redesign, refine and finalise the preferred logo idea. This way our clients can see the progression every step of the way and have direct visibility over the creation of their brand.

The agreed final design embodies the cow and bottle in the design but isn’t the main part, the client felt that the circular design had a more traditional feel to it and is more representative of the brand.

Invoice Slips

Another aspect of the brand journey was creating some invoice slips that the client would use to put out with the milk bottles so that customer can see what they owe.

Once the Brand Journey is complete, clients tend to request further marketing materials such as; email signatures, business cards etc… and then eventually company websites, all of which we can deliver. View BP Dairymen’s website here.

Do you have a logo that is outdated or a brand that needs the perfect logo creating? Then please do not hesitate to get in touch with us today!


If you would like to see more of our work click here.

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