Transforming a struggling local legacy into an industry leader.

The Challenge

Founded nearly 100 years ago in 1927, Oberweis is a dairy business local to the Illinois and Wisconsin region. Known for its superior tasting milk and ice cream, the company also offers a signature, nostalgic service: Milkman delivery. 

It’s also a family business facing major headwinds. Until last year, the business touted four generations of consecutive leadership from the Oberweis family. Under financial strain, the most recent member of the family leadership resigned, and in April 2024 the company declared bankruptcy. 

Oberweis wasn’t paying attention. The company not only ignored rising consumer trends, but also failed to gain traction in multiple efforts to expand the business. How can this heritage business successfully move into not only a new era for the company, but the dairy industry? Can Oberweis grow into the future while sticking to its roots? 

What I Did

Strategic Research (Brand and Industry)
Consumer Research, Interviews, and Insights
Audience and Design Target Segmentation
Repositioning
Visual Rebranding
Brand Architecture and Story
Business Expansion Strategy

The Outcome

A hometown favorite with the best-tasting milk around has a big new vision: Revitalize the legacy of Midwestern dairy. 

This thesis project was completed under the guidance of Gerardo Herrera, Petrula Vrontikis, Susan Gornell, and Lauren Cantor.

ArtCenter College of Design
Course: GBDS-665-01 Capstone

Selected as one of two representatives from my program’s cohort for participation in ArtCenter’s graduate studies exhibition, “Reveal.”
July 2025 - January 2026

Statistics

70%

Milk is delicious. 70 percent of people surveyed say they drink milk because they love the taste. 

91%

Milk is essential. 91 percent of households consider milk a staple item to purchase at the grocery store. 

U.S. Milk Market Size

Dairy Milk vs. Alternative Milk Drinkers

Key Selling Points

Functional
Nutrient-dense

Familiar
Value and Versatility

From the Earth
Natural, Whole Food

Threats

Disease
ie, Bird Flu outbreak

Increasing Lactose Allergies
Allergies becoming more common

Alternative Milks
New non-dairy milks are developed frequently

Trends

Ethical Consumption
Sustainability, Farm-to-table, Animal Rights

Health Benefits
Probiotics and Protein

Clean Label
Hormone-free, Organic

Interview Insights

People care where their dairy comes from for fundamental, emotional reasons. Across varied demographics, from women in their 60’s to nonbinary people in their 20’s, common factors come through when people get to talking about why they drink milk, and why they choose the dairy provider that they do. Human motivators like Recognition, Connection, and Enjoyment are amplified by factors and preferences having to do with Information, Familiarity, and Ethical Consumption.

I interviewed people in Oberweis’s Aspirational Audience (People Who Care Where Their Milk Comes From — see infographic). To get an even deeper picture of their motivations, I specifically spoke to people who were dairy delivery customers, as this is such a distinguishing offering for Oberweis’s brand.

Oberweis’s Competitive Advantages

Synthesizing the findings from my strategic research with these interview insights led to the distillation of Oberweis’s core competitive advantages: Family Farmers, Familiarity, and Quality.

Meet the Dairy Champions Design Target

People passionate about nature’s original superfood, from how it’s made to how it tastes, who want to inspire others to get closer to the food they eat.

Dairy Champions are driven by learning and engaging. They’re the ones always on the lookout for what’s next in dairy, from a delicious new product to an innovative way to work with the animal. This group is also motivated by a sense of recognition: Being the ones “in the know”, and growing their sense of community by sharing their discoveries, whether they be amateur or expert.

So, how might this group influence the development of Oberweis’s strategy as they move into their next era?

Proposed Business Expansion

These innovations for Oberweis’s business model are the product of growing consumer demands per my research, the Aspirational Audience's needs, and the Design Target's values. They fall into the verticals of Product (Milk, Delivery), Experiential (Consumers), and Educational (Farmers).

Blue Ocean Strategy Canvas

This canvas reflects the positioning of Oberweis’s future state versus its current competitors. I’m proposing they focus on activating categories circled in green, which are aligned with the proposed areas of expansion to the left.

The consumer-facing experiential arm of the new vision for Oberweis. The Farms includes educational and inspiring tours from real farmers and experiences to activate new Dairy Champions. 

The Farmer Forum is an opportunity for Oberweis to leverage its premium reputation for inspiration, not exclusivity, and actualize its vision for stewardship of the next generation of small farmers. 

Reserve is a hospitality experience on the Farms allowing the brand to showcase their super premium product in a focused, flexible, and innovative fashion. 

Brand Purpose

To reinvigorate the legacy of Midwestern dairy by celebrating small farmers and investing in what they make. 

Brand Positioning

We are the only pioneering milk partners helping proud dairy champions to feel close to their food.

Societal Purpose

We want everyone to spread the word that responsibly-made dairy is better for humans, animals, and the earth.

Brand Belief

Oberweis believes that bringing people closer to their food brings them closer to their communities.

Values

Brand Tagline

More than milk.

Previous Typemark

Refreshed Typemark