Brand Identity System • Tone of Voice / Storytelling • Packaging • Digital Design
This is no ordinary milk – which is not what the existing packaging delivered. This milk is high in melatonin and, if consumed in the evening, will help you sleep. But this client was having issues with their core message resonating on shelf and consumers who did know of it found it hard to identify. By putting the pack in black and blue, we created a night-time theme, but this also created standout in what is typically a wash of blue or red in that category. By using simple typography and the droplet containing the moon, we were able to graphically represent the consumption occasion on pack.
Other factors, such as buying local, are important to our consumers so we ensured the side of pack held the client’s farming story. We also developed handy hints for back of pack to help consumers to intake the correct amount of milk and ensure a sound night of sleep. From here, we built the story onto their website and further developed their key USP’s with medical articles and testimonials.