Pride of Cows, the farm-to-home dairy brand from Parag Milk Foods, has unveiled its new brand identity.

Developed in partnership with Pollinate, the rebrand includes a new logo and sonic identity. At the heart of the new identity is the egret, a bird found around the Pride of Cows farm.

As per the brand, the new identity is younger, more dynamic and expressive, moving Pride of Cows beyond conventional dairy communication towards a lifestyle proposition built around nourishment, wellbeing, nature and intentional living.

Akshali Shah, executive director, Parag Milk Foods, said, “Pride of Cows was never conceived as just another dairy brand. From the very beginning, we built it around a differentiated farm-to-home proposition and an aspiration for a very different kind of consumer relationship with dairy. As the consumer has evolved, the brand too needed to evolve. We wanted to move beyond the conventional codes of dairy and create a world that is younger, more dynamic and more aspirational. The new identity gives us the opportunity to make Pride of Cows not just a product choice, but a lifestyle choice. We want consumers to feel that Pride of Cows says something about who they are and the choices they make. The expression is new, but the foundation remains unchanged: the same farm, the same herd, the same single-origin philosophy and the same focus on quality.”