Schreiber CEO, Mike Haddad, was clear and aspirational in his direction: “Our brand must reflect our values, inspire our people and position us as a modern, global company.”
Helping a U.S. dairy giant establish a global brand—by staying grounded.
Schreiber Foods is the world’s largest employee-owned dairy company. From its origins as a single cheese production facility in Green Bay, Wisconsin, it has become a $5 billion global enterprise, ranking 74th on the Forbes ‘America’s Largest Private Companies’ list.
When BrandingBusiness was introduced to Schreiber, the company stood at the threshold of a transformational future. A strategic acquisition had given the company entre to the European market, where dairy—and in particular, yogurt—enjoy high popularity. This presented Schreiber the opportunity to expand its sales and manufacturing capabilities, and in the process, to evolve into a global brand.
Although Schreiber supplies products and services to some of the most recognized food brands and retailers in the world, it does so on a private-label basis. The Schreiber brand is virtually invisible to the public, yet it is a shining star in the eyes of its customers. The brand is rooted in the culture of the company—lived and delivered by more than 7,000 employees who, as employee-owners, have a personal stake in the success of customers and the company itself.
It was this very grounded, human dimension that Schreiber delivers to its customers, along with the company’s high-quality dairy products, that became the brand driver for our thinking. We developed a strategic communications theme of “The Essential Ingredient” to capture the spirit of Schreiber and define its Employer Brand.
In support of this theme we created a new visual identity system that reflected the company’s global status and elevated the brand to the same world-class stature as those of its largest customers. The new identity conveys the Schreiber values of ownership, caring, partnership, continuous improvement and unwavering commitment to excellence.
The new brand was also visually reinforced right at home. The company was just moving into its new corporate headquarters and global technology center in downtown Green Bay, Wisconsin. We worked closely with Schreiber to brand this new physical environment with signage, lighting that matched the new color palette—even integrating the new Schreiber identity into the architecture itself—to drive home the new brand for employees, visitors, and business partners.
“BrandingBusiness delivered insights, thinking and creativity that gave us a fresh way of thinking about ourselves and a voice to tell our story to the world in a powerfully authentic way.”