Tirlán
From farm to table
Reinventing an Irish heritage brand for the global stage
Challenge
Glanbia Ireland is a top-class global dairy and agri-ingredients producer from Ireland. Along with the broader industry, it faced a future of intense pressure from increasing sustainability expectations, as well as pricing challenges throughout the production and supply-chain process. In a move to gain control of its destiny, the business was also in the process of separating itself from the parent company, Glanbia plc, to become a 100% farmer-owned co-operative.
Glanbia Ireland approached us to help them evolve the brand in line with the changing environment while retaining its rich Irish heritage. With plans for further growth, they needed a partner that could offer the experience of developing brands with a global footprint, as well as a local understanding of the Irish market–recognized as one of the leading agricultural countries in the world based on its temperate climate and lush green pastures.
Insight
Projecting the brand into where the industry was heading was key to meeting customers’ changing expectations. This unearthed the need for a brand grounded in balance and appreciation for the land and togetherness; a brand that was considerate to nature and expressed the intentional attitude of a co-op. Through close collaboration, we learned the company needed a self-standing and compelling brand identity to clearly establish what it stood for within the greater community.
Looking to fully leverage its ambition, scale and leadership position, we had an opportunity to create a brand that could drive awareness and engagement with key stakeholders, build trust with farmer shareholders and provide a source of pride and identity for employees and suppliers. It was also vital to ensure that the brand’s global reach, heritage and drive towards sustainability were clearly communicated.
Answer
Through an engaging and inspiring naming process, we created the new name to carry the new company forward. Combining the Irish words’ Tír’ for land and ‘Lán’ for full, Tirlán evokes a land of abundance. It represents the deep connection and relationship between the Co-op, its people and the land they nurture together to farm and sustain. We balanced heritage with usability and global pronunciation by deciding to preserve one of the two fada accent marks in the name.
The new identity—comprised of a symbol, wordmark, color palette, type style and imagery—culminates in a unique symbol based on and inspired by the ancient origins of Ogham. These primitive inscriptions can be found on stone monuments throughout Ireland. This simple yet beautiful identity and name provide Tirlán the confidence and clarity to communicate their story of progress, collaboration and sustainability in the global and local market.
Results
Brand Impact Awards - Bronze Award: Brand Strategy
Thanks to the Siegel+Gale team for their genuine care, collaboration and ingenuity in creating a dynamic new identity that reflects the heritage of our co-operative. Since we unveiled our new identity both in Ireland and to our core markets, it has resonated both with our farm families and our international customers.
Tirlán