Today, the food industry is dominated by meat and dairy companies. Looking back to historical advertisements for dairy products, there are claims of dairy being healthy and the treatment of dairy cows being humane. To this day, these false advertisements are still omnipresent and can be seen on the shelves of every major supermarket. Through the seen on these packages, the dairy industry portrays their products in a way that is customer-friendly but far from realistic, masking the realities of animal abuse.
As a graphic designer and an animal rights activist, I focus on the branding of products involving animal exploitation, critiquing their accuracy and their depiction of the animal experience. For my thesis, I wanted to focus on the dairy industry because of the ubiquity of dairy products (milk, ice cream, cheese) and the fact that its exploitation of animals isn’t as apparent as it is in the meat industry.
My thesis is a satirical dairy brand aimed at the dairy industry and those who continue to support it. My project works to expose the contradictions within the industry, juxtaposing the positive branding with the realities. It is also a commentary on marketing agencies who create desirable branding for industries built on exploitation. I am hoping that my project serves as a moment of realization for people who support or work for the dairy industry by exposing the exploitative nature of the industry through satire.