ELLSWORTH, WIS. — Cheese curds and specialty cheese maker Ellsworth Creamery revealed a new logo for the farmer-owned cooperative as part of what it described as a comprehensive rebranding initiative.

The company said further upgrades include updated packaging, an enhanced customer experience and a commitment to sustainability.

“This rebranding effort is more than just a new logo,” Ellsworth Creamery director of marketing John Freeman said. “It’s about reaffirming our commitment to excellence and embracing our evolution as a trusted name in the dairy industry. Our new look reflects who we are today while staying true to our roots as a cooperative built on the dedication and hard work of our farmers.”

The cooperative creamery, founded in 1910 and initially known for its cheese curds, now makes a variety of cheeses and dairy products for retail and food service. The company said its rebranding aims to strengthen its position in existing markets and make new growth opportunities accessible.

Ellsworth Creamery shared that its revamped logo celebrates the company’s legacy and quality craftmanship. Additionally, it said new packaging features vibrant visuals, clear labeling and “a cohesive brand story to enhance shelf appeal.”

The company said enhancing customers’ experiences included a refreshed website and digital presence to better serve its retail and food service customers, and the initiative also emphasized reinforcing sustainable practices in production and packaging.

Ellsworth Creamery’s board of directors recently appointed Kevin Pieh as the cooperative’s new chief executive officer, a position he took over this past December.