The Solution

Valuable consumer insight informed and validated our decisions. In the milk category—one of the oldest staples in the grocery store—certain visual cues resonate strongly with consumers. For example, a "happy cow," whether depicted as a photo or an illustration, is essential. Additionally, shoppers associate whole milk with red and 2% milk with blue packaging.

While Neutral’s original packaging stood out, it also caused confusion. To better align with consumer expectations, we adjusted the design by emphasizing the elements that matter most. We retained the iconic golden color but scaled it back, adding a milk drip at the top for visual clarity. We incorporated red for whole milk and blue for 2%, ensuring alignment with industry norms.

A happy cow now takes center stage, set against a grassy hill, creating a welcoming and familiar feel. To highlight our connection to family farms, we paired this imagery with a friendly handwritten font. Finally, we reinforced the brand’s identity by adding a tagline beneath the Neutral name, tying everything together.