TM. Originals don’t need imitations.
Cow’s milk, it’s never changed. The true one-ingredient wonder. That’s a good product story but not good for consumer experience.
Consumer perceptions of milk have changed. Over-commoditisation of the category, the rise of milk alternative products and the confusion in the media surrounding the dairy industry has seen sales become increasingly stale.
It’s time to revitalise the dairy category and get people to appreciate the value of cow’s milk with a new brand and approach that would act as a champion for the whole category.
(TM). The mark of originality.
Forget the alts, cow’s milk is the original that accepts no imitations. And we’re bringing a first-of-its-kind approach to milk. With (TM) we put the mark of originality at the heart of the brand.
Focusing on organic milk’s unique selling point, the new brand celebrated what makes milk wonderful while cutting the bullshit from the alts.
The entire brand and consumer process was reimagined, to help breaking the cycle of mindlessly just buying red, blue or green tops.
A consumer experience, reimagined.
Every aspect of the consumer journey has been rethought. Forget lumpy white plastic cartons, now milk has packaging that has plenty of ‘grammable fridge appeal and a tone of voice that milk had never spoken in before.
Sustainability and less waste was put at the core of the development. With ultra-lightweight pouches to reduce delivery weight to personalised decanters. No use by dates appear. Instead the decanters include a device to help consumers to continue to enjoy the milk for as long as possible.
The Milk app.
Welcome to the 21st century milkman. We conceptualised a subscription app where you can manage orders, get doorstep deliveries, get milk expiration notifications, recipe tips and access loyalty rewards.
Giving people the facts. In black and white.
To turn people’s heads back to cow’s milk, preaching to them isn’t going to work. Instead the brand’s graphic black and white aesthetic reinforces how (TM) wants to give everyone the facts about cow’s milk (and the alts), honestly, so everyone can make an informed choice for what’s right for them.
The disciplines
Brand creation & positioning
Naming & branding
Creative strategy & direction
Client relationship leadership role
Brand / Naming / Packaging / Social / Web & App / OOH