Crafting an Authentic Brand for Thistle Dew Dairy’s New Venture in Agritourism
McCracken collaborated with Thistle Dew Dairy to develop a complete branding and marketing strategy for their new venture, Thistle Dew Creamery. By designing a logo, brand standards, and a range of marketing assets, McCracken helped this sixth-generation farm create a foundation for future expansion in agritourism, supporting the family’s goal of preserving traditional farming while evolving with new opportunities.
BRANDING • PACKAGING DESIGN • MARKETING STRATEGY
About
Thistle Dew Dairy
A family farm passionate about preserving its agricultural heritage while adapting to new market opportunities.
Thistle Dew Dairy, located near Vassar, Michigan, is a sixth-generation family farm owned by Drew and Beth Rupprecht. The farm is steeped in traditional farming values, and the Rupprechts wanted to expand their operations through agritourism by adding an on-farm creamery, Thistle Dew Creamery.
The Challenge
After receiving a USDA business development grant to establish Thistle Dew Creamery, Beth and Drew Rupprecht needed a comprehensive marketing plan and branding for their new venture. The challenge was to create a brand that authentically represented their family values and positioned the creamery for future growth in agritourism.
The Solution
McCracken collaborated with Thistle Dew Dairy to develop:
- A distinctive logo representing Thistle Dew Creamery, that also left room for future business expansion into agritourism, like an events center or Airbnb rentals.
- Brand standards that included logo usage guidelines, colors, typography, and more.
- Design mockups for packaging, social media, website layouts, and branded wearables to ensure a cohesive brand experience across platforms, both online and in-person.
Implementation
McCracken worked closely with the Rupprechts to bring their vision for Thistle Dew Creamery to life. The logo and brand standards were designed to reflect the family’s values of authenticity and passion for dairy farming.
Packaging and digital designs were created to ensure a consistent and aesthetic brand presence both online and in person. The branding materials were aligned with a marketing plan that would help the family secure operating finances and build excitement leading up to the creamery’s opening.
Outcomes
Thistle Dew Dairy was extremely excited about how the branding captured the essence of their family and farm. The new brand showcased Thistle Dew’s dedication to creating a personal, authentic experience for visitors, which was instrumental in securing future financing and launching the creamery.
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