Land O’Lakes - SHE-I-O & The Regenerative Rebrand
Replacing outdated imagery with a future-facing identity
that honors real women feeding America
Cultural Insight & Visibility / Regenerative Brand Design & Innovation / Behavior Change & Cultural Activation
Cultural Images Shape Cultural Power, Even on a Butter Package
For decades, Land O’Lakes featured “Mia,” a Native American woman, on its packaging. As the cultural landscape shifted, what was once iconic became a symbol of erasure and outdated representation.
At the same time, the dairy aisle was transforming: premium imports, minimalist store brands, and design-forward competitors were appealing to a generation that expects cultural sensitivity, transparency, and modernity from the brands they bring into their homes.
Yet one truth remained largely invisible: women (especially female farmers) are the backbone of American agriculture, though rarely seen, named, or celebrated.
Cultural truth:
When a brand’s imagery is outdated, the culture it reflects becomes outdated too.
To stay relevant, Land O’Lakes needed to restore visibility where it had long been missing.
I — INSIGHT
From Mythical Representation → Real Women Feeding America
Land O’Lakes needed more than a packaging update. It needed to shift the cultural role it played.
The reframe was clear:
Move from a symbolic image of a Native woman to the actual women who power the agricultural system.
By removing Mia and uplifting Modern farmers, Land O’Lakes could:
align with contemporary expectations around inclusivity
honor the lived realities of rural America
differentiate in a crowded, design-driven dairy category
reclaim relevance with younger, socially conscious consumers
This wasn’t about avoiding offense. It was about telling the truth and returning visibility to the modern farmers majority women who make the brand possible.
R — REFRAME
A Regenerative Rebrand + SHE-I-O
A Platform Celebrating Modern Farmers - Women in Agriculture
Netra guided Land O’Lakes through a dual intervention:
1. The Regenerative Rebrand
Land O’Lakes made a bold decision: retire Mia from the packaging and foreground the brand’s cooperative model, farmers at the center, not caricatures.
The new design highlighted:
authenticity
craftsmanship
the real, diverse community behind the brand
This signaled a shift from historical imagery to modern cultural responsibility.
2. SHE-I-O
A Cultural Activation for the New Majority of Farmers
To amplify the rebrand, Land O’Lakes launched SHE-I-O, rewriting the classic “Old MacDonald” to celebrate the women running farms across America.
The campaign featured:
real female farmers
country artist Maggie Rose
a music video that elevated overlooked voices
stories that reframed who belongs in agriculture
SHE-I-O challenged stereotypes with visibility, not virtue signaling — making female farmers culturally undeniable.
3. Collaborative Insight + Co-Creation
To ensure cultural alignment and resonance, Netra Labs facilitated:
consumer perception research
inclusivity audits
stakeholder workshops with farmers, advocacy groups, creators, and rural community leaders
The initiative wasn’t performed inclusivity, it was co-created truth.
I — INTERVENE
Cultural Resonance + Market Lift
The rebrand and SHE-I-O activation delivered powerful commercial and cultural outcomes:
8× Lift in Cultural ImpactA surge in conversation, press coverage, and consumer sentiment.
The modernization of the brand — and the centering of female farmers — resonated deeply
2× Lift in Sales ImpactHigher search interest, increased purchase intention, and regained shelf relevance in a category dominated by premium aesthetics.
Stronger Brand Loyalty
Consumers rewarded the brand for:
cultural responsibility
real representation
alignment with modern values
Land O’Lakes reclaimed market space while emerging as a leader in shaping inclusive agricultural culture.
Regenerative Outcome:
The brand replaced a symbolic image with real women, restoring visibility, dignity, and truth.
It signaled a shift not just in design, but in the cultural narratives that define who is seen, valued, and represented in American food systems.
S — SUSTAIN
“Land O’Lakes, Respecting The Past & Rooted In The Future”
“Land O’Lakes Spotlights Female Farmers in Its Feminist Reimagining of ‘Old MacDonald Had a Farm’ ”
“Land O’Lakes Removes the More Than 100-Year-Old American Indian ‘Butter Maiden’ Logo from Packaging
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