Wisconsin’s Oldest Industry Gets a Fresh, New Look


A New Brand Identity for the State's Dairy Products Includes New Proudly Wisconsin Cheese™ and Proudly Wisconsin Dairy™ Logos, An Updated Merchandising Program, New Website and More

Madison, Wis. –Dairy Farmers of Wisconsin unveils a new Wisconsin Cheese brand identity at the 2018 IDDBA Show. This launch encompasses brand new Proudly Wisconsin Cheese™ and Proudly Wisconsin Dairy™ logos, an updated merchandising program, a fresh website with all new photography and an entertaining educational web series.

As consumer preference builds for Wisconsin dairy products and specialty cheese, the new Proudly Wisconsin logos and accompanying in-store marketing will help Wisconsin brands be more easily identified at point of sale. National consumer research revealed that while the previous logos were favorable, rebranding will strengthen consumer awareness and increase trial, leading to a stronger likelihood for repeat purchases and recommendations of Wisconsin brands at retail.

The new Proudly Wisconsin Cheese™ and Proudly Wisconsin Dairy™ logos pop on product packaging to quickly and clearly convey that the product comes from America's Dairyland. The logos resemble a ribbon, which represents the pride and quality deeply rooted in Wisconsin dairy industry and its award winning history. Consumer research shows that the new logos are already more recognizable than the old versions. Retailers and consumers will begin seeing new on-package logos and in-store merchandising rolling out nationwide over the next few months.

"After many months of consumer testing and research, we are pleased to unveil our new Proudly Wisconsin branding," said Chad Vincent, CEO of Dairy Farmers of Wisconsin. "These new logos not only help consumers more easily identify Wisconsin cheese and dairy products, but also reflect the championship pedigree of our state's producers."

To immerse yourself in the new brand experience visit Wisconsin Cheese at booth number 1831 at the IDDBA show. To watch the new State of Cheese educational web series featuring Alex of French Guy Cooking and Elena Santogade, Host of Heritage Radio Network's Cutting the Curd, visit