After 30 years, CMAB wanted to switch the conversation from cheese to milk.
To create the new identity, the intent was to give the mark a vintage vibe focused
on California's greatness, leveraging the state's sunshine, clean air, and laid-back attitude to make a positive halo effect for the product. The mark has been a rousing success and can be found on everything from on-pack, to television spots, to trucks and promotional events.