The Devil's Milk
Challenge
The plant-based milk industry is saturated with brands positioning themselves solely around wellness. Most competitors typically fall into two categories; either eco-conscious or clean minimalism. However, this brand was born from activism and a rejection of the non-dairy industry and wanted that spirit to be present in its identity.
Solution
Bold in both name and visuals, The Devil's Milk was created to challenge expectations. The name was inspired by the history of jazz, once dismissed as 'the devil’s music,' but now globally celebrated. Mirroring the journey of oat milk, once misunderstood, but now mainstream. The packaging was designed to catch attention on the shelf while maintaining the flexibility to grow.
