Milk PEP came with a problem: Influential people with the wrong information were misleading others about, wait for it, Milk. Soy, Almond and other ‘milkstuffs' had glossy proclamations that they were healthier than Milk. The truth is, Milk is white gold. It’s nature's wonder liquid. Almost 80-90% water, its magic comes from the remaining combination of nutritious vitamins, proteins, healthy fats, and carbohydrates.
To fight the tide of disinformation, a campaign and content platform ‘Milk Truth’ was created. To get there, a new brand identity system and content development guidelines were conceived. This went in hand with social content and packaging collateral. The goal was to get the right information to the top of the search heap. Just like cream.
We needed to get the truth out. The Milk. The Whole Milk. Nothing but the Milk.
Agency: Lowe Profero
Client: Milk PEP
Role: Creative Direction, Logo and Branding Design, Content Design, UI+UX design, Typography direction