’Til The Cows Come Home Rebrand and Website

From the outset, it was important for us to understand the ”why” behind ’Til The Cows’ offering. We consulted with ’Til The Cows’ leadership and board to determine their evolving vision and goals. To learn more, we pulled on our gumboots, meeting dedicated volunteers on-site and witnessing first-hand the passion and generosity of ’Til The Cows’ foster carers and supporters.

Taking off our (muddy) boots, we headed back to the studio to delve deeply into ’Til The Cows’ ethos, crafting a range of well-informed creative concepts that each uniquely embodied their values and aspirations. Each direction featured a distinct logo identity, bespoke illustrations, typography treatments, and a refreshed colour palette, complemented by in-situ mock-ups to visualise the proposed look and feel. Through collaborative refinement equally with volunteers as with leadership, we finalised a preferred approach that now proudly defines every facet of ’Til The Cows’ identity.

Next, we turned our attention to revamping ’Til The Cows’ website. Collaborating closely, we addressed previous shortcomings, starting with wireframing and developing information architecture. Prototyping and user journey testing ensured an intuitive online experience. The site was then dressed in the new brand, enriched with seemingly limitless in-house illustrative creations along with pro-bono photography by Andrew Craig, and video content captured by Second Breakfast Agency, and built with phased content integration for a seamless launch. Key functionalities such as donation portals, enquiry forms, resources, and heartwarming animal adoption and volunteer stories were meticulously integrated.

’Til The Cows’ refreshed brand resonated deeply with supporters, attracting a new wave of change-makers, evident in increased online engagement and donations.

’Til The Cows’ new brand and web experience strikes a harmonious balance between playful visuals and informative messaging, designed to accommodate their evolution into educators and leaders in animal advocacy. Developed predominantly pro-bono, U-bahn approached the rebranding with sensitivity to the organisation’s legacy, meeting diverse stakeholder needs while charting a new course for impactful change.

Every element of ’Til The Cows’ new brand was crafted with a holistic vision, ensuring consistency and professionalism across all touchpoints. Whether encountering ’Til The Cows through digital or physical channels, supporters are greeted with an experience that resonates with the charity’s core values and goals. This commitment extends seamlessly into the functionality of the website, ensuring an accessible and intuitive journey for users engaging in donations, learning more, or exploring adoption opportunities.

The result is a bold yet joyful representation of ’Til The Cows’ leadership in protecting surplus farm animals. The brand’s illustrated cow, leaping with joy in the logo, symbolises the hope ’Til The Cows fosters by safeguarding vulnerable animals and offering tangible solutions to challenges within the livestock industry. Through playful, hand-drawn illustrations, the brand invites all individuals to join in showing kindness towards animals in meaningful ways.

Through its inspiring new branding and website experience, ’Til The Cows sheds light on Australia’s unjust practices and systemic attitudes towards unwanted animals in the livestock industry. Embracing a compassionate and fair approach to activism, ’Til The Cows effectively communicates its message through emotive storytelling, illustrations, photography and video footage. By raising awareness, they encourage consumers to consider the broader origins of their food, highlighting gaps in the livestock circular economy and advocating for humane and sustainable solutions.

Operating independently of shelters or government funding, ’Til The Cows relies on the generosity of donors and volunteers to advance their mission. The refreshed look and feel enhances ’Til The Cows’ visibility and professionalism while remaining steadfast in their commitment to animal welfare. Since launching their new brand, ’Til The Cows has emerged as a leader in livestock rehoming across Australia, evident in increased donations, a growing base of supporters, and a network of volunteers and foster/adoption homes.

The organisation has crafted a platform that not only educates and inspires but also fosters meaningful connections with its audience. As a result, ’Til The Cows not only advocates for animal welfare but also empowers individuals to actively participate in their mission, driving positive change within the livestock industry and beyond.

The new brand and website have been embraced by supporters of ’Til The Cows far and wide. Through their inclusive, non-judgmental communications, the brand speaks not only to potential adopters, carers, and donors but also to farmers who may wish to surrender their animals. This new positioning provides an opportunity for real change in the attitudes and responsibilities of Australian farmers, encouraging more ethical and moral choices. It also serves as a beacon of hope for animals who may otherwise face abandonment or euthanasia. ’Til The Cows provides a second chance at love and a voice for the once voiceless.

Initially focused on raising awareness for the charity, ’Til The Cows’ new brand now represents so much more through the lives it continues to save. Having rescued, rehabilitated, and rehomed over 7,000 animals, ’Til The Cows is inching closer to its vision of a world where surplus farm animals are valued as companions, not commodities. Their advocacy efforts shine a light of kindness and compassion on these once-forgotten animals, opening hearts and minds to kinder ways of living.
The brand leaves a positive, lasting impact on all Australians who encounter ’Til The Cows, offering the opportunity for real behavior change. Whether supporting the charity financially, becoming a foster carer or adopter, or simply making kinder choices in everyday interactions with animals and consumption, individuals are inspired to act compassionately.

Given ’Til The Cows’ mission to end ”waste” in the livestock industry, sustainable design solutions were fundamental to their approach. As a digital-first brand, ’Til The Cows not only operates sustainably, but also strives to promote a zero-waste approach within the Australian livestock industry.

We understand sustainability in circular design goes beyond environmental considerations to encompass social and economic dimensions. ’Til The Cows focuses on sustainable practices by emphasising the value of each animal’s life and advocating for ethical treatment. This approach aligns with circular design’s core principles of minimising waste, maximising resource efficiency, and promoting longevity in product (or in this case, animal) lifespan. ’Til The Cows not only rescues and rehabilitates animals but also encourages responsible adoption, and fosters a community of supporters who champion ethical farming practices.

Operating without sanctuaries, ’Til The Cows have a network of foster carers in each state, allowing more animals to be rescued and cared for without the limitations of land size, or logistical challenges like transport or location. Avoiding alienating people and their food choices (vegan and non-vegan), ’Til The Cows believes in approaching this problem from a place of kindness, encouraging people to consume mindfully through eduction on their website’s resource platform.

Presented with this profoundly compelling mission, we recognised the opportunity to leverage our skills and time to strategically position ’Til the Cows, enabling the integration of circular design practices into the livestock sector and introducing these expectations to the broader public.

Through our efforts, ’Til The Cows not only addresses the immediate welfare of animals but also contributes to a broader conversation about sustainable agriculture and responsible consumption.

U-bahn has a rich history pro-bono partnerships with animal advocacy organisations, having delivered numerous campaigns, magazines, catalogues, merchandise, branding, signage, flagship publications, and prospectus documents for Australia’s largest animal charities such as RSPCA, Guide Dogs, and the Lost Dogs Home. Collaborating on ’Til The Cows’ latest rebrand and website has been a fulfilling experience. There’s nothing quite as rewarding as supporting creatures great and small, and doing it for love, not money.