In 2009, Rachael Parkes and husband Ged Mullins started Ellerby Dairy in southern Queensland, which would become the state’s largest dairy and a key player in the Australian dairy industry.

When having a business without a brand was holding them back, they turned to the agri-marketing specialists.

Initially, Rachael and Ged operated under a business trading name, with no established brand. Despite already selling 5 million litres of milk per year at the time, they had a desire to evolve the company as a progressive competitor within both the domestic and international markets.

With a depth of experience in the agriculture industry, MR was engaged to create a brand image that would reflect the progressive company and support their expansion efforts.

Perfecting the line between personal and professional.

When going big, it’s easy to lose sight of the personal. But for these hands-on owners, it was an important part of the brand fabric. At the same time, the brand still needed to be professional to appeal to a broader network.

The new Ellerby Dairies brand was born, providing the perfect balance between personal and professional. With supporting guidelines, establishing an online presence, custom photography and new packaging designs, Ellerby Dairy was well positioned and on its way to becoming Queensland’s largest dairy. The company has now also successfully branched out into the international market, exporting its milk to Asia.