Neutral
The Challenge
Neutral has a powerful mission of being the first carbon-neutral dairy milk in the industry. That said, they led with that message forgoing dominate category norms that aid the shopper. Consumers and grocery stockers often confused the product for juice or plant based milk.
Services
Packaging Design
Brand Story
The Solution
Valuable consumer insight work validated our suspensions. Since the milk category is one of the oldest in the grocery store, consumers want to see a happy cow (whether a photo or illustration). In addition, whole milk is always red and 2% is always blue. Neutral’s original packaging stood out, but caused too much confusion. We had to meet in the middle by dialing up what matters most for the consumer. We kept the iconic golden color, but scaled it back by adding the milk drip at the top. We used red for whole milk and blue for 2%. A happy cow is prominently featured by a grassy hill and paired with a friendly hand written font highlight family farms. We paid off the neutral name with a tagline underneath.
