AMPI
The Challenge
Associated Milk Producers Inc., (AMPI) is the largest cheese cooperative in the U.S., proudly owned by 685 farm families across the Upper Midwest. Though AMPI had remained a largely behind the scenes player, their products, distribution and co-op members are essential to some of the biggest names in food. To make their mark more known, they were ready to step forward with a strengthened brand to tell their story.
AMPI called on Capsule to serve as a strategic and creative partner to build their brand, elevate their design and increase their marketing presence across every touchpoint. In a journey that took us from brand strategy, to digital and print publications, to campaigns, and into the dairy aisle, together we created a brand built for recognition, enhanced storytelling and inspiration geared toward prospective member farms and global dairy distributors.
BUILDING THE FOUNDATION
Amplifying a brand begins with developing a durable brand identity. Our strategy work clarified AMPI’s position, personality, and messaging strategy, which informed the mark design and visual identity system. These elements combined created an underlying brand consistency and foundation for success.
A CONNECTED BRAND FAMILY
AMPI lived comfortably behind the scenes, but had ambitions to tell a greater story and extend the reach of its cooperative.
To enter the dairy aisle, Capsule helped imagine AMPI’s “Dinner Bell Creamery,” a consumer and commercial-facing product brand serving up co-op crafted butters and cheeses. The name, visual identity, packaging, and messaging strategy brought the authenticity and quality of AMPI onto shelves, restaurants, and into homes, with a playful and approachable personality. Find more on that story here.
Essential to the AMPI and Dinner Bell brand identities are the hard work and output of its family farm co-op members producing high quality milk across the midwest. Capsule translated “Co-op Crafted” into a registered sub-brand across products and promotions, signaling AMPI's proud farmer-owned co-op roots.
FROM FIELD TO WEBSITE
The AMPI parent and product brand foundations became the launchpad for a full Squarespace website redesign. Capsule led strategy, design, development, and launch.
Creating a full suite of modern, intuitive UX/UI brand system components, Capsule incorporated graphic elements, iconography, messaging, information architecture, and animation that would elevate their differentiated brand personality and enhance user experience.
Celebrating Family Farms
Key to the strategy was centering AMPI’s rich heritage and deeply connected co-op members. Integrating vibrant photography, videos, and testimonials that capture stories from the fields and kitchens its family farms, the site captures the hardworking, authentic people behind the product.
The new resulting website now makes it easier for members, prospective buyers, and future employees to navigate, learn, and connect with AMPI.
SPREADING THE STORY OF AMPI
With the core brand in place, we turned our attention to AMPI’s marketing and communications. Through fresh writing and design, Capsule brought new energy and consistency to Dairymen’s Digest, a long-running member publication, with refreshed layouts and a flexible template system.
CREATIVE PARTNERSHIP
As AMPI’s needs have grown, so has our collaboration. Capsule has flexibly supported AMPI’s regular special projects as a creative partner, collaborating in initiatives like employee recruitment efforts with out-of-home billboards, and streamlining of brand comms with email design templates.
Annual reports, sell sheets, and marketing materials were also developed to support their growing footprint and audience— reaching buyers and distributors in 14 countries and counting.
THE IMPACT
Today, AMPI has a clear, compelling brand that reflects its leadership in the dairy space. Their updated website and marketing materials speak with clarity and confidence, driving continued opportunities with buyers, co-op members, and employees. What started as a foundational project has grown into a long-term partnership built on trust, collaboration, and a shared belief in the power of intentional storytelling and a successful brand system.
TESTIMONIAL
“Working with Capsule has been a wonderful experience for AMPI. Their expertise in crafting a clear, compelling narrative through thoughtful design has helped us share our story in powerful and authentic ways. Just like on the farm, we know working hard together accomplishes great things, and our collaboration with Capsule reflects that spirit. They approach every project with creativity, professionalism, and a can-do attitude that delivers exceptional results every time.”
Sarah Schmidt VP of Marketing, AMPI
