The Devil's Milk
A sustainable milk alternative that tastes as good as it looks.
Challenge
The plant-based milk industry is saturated with brands positioning themselves solely around wellness. Most competitors typically fall into two familiar categories, soft eco-conscious or clean minimalism. However, this brand was born from activism and a rejection of the dairy industry as we know it. The question quickly became - what does it look like to create a brand that cuts through all the noise?
Solution
Bold in both name and visuals, The Devil's Milk was created to challenge expectations. The packaging was designed to catch attention on the shelf while maintaining the flexibility to grow and evolve. 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 niche and misunderstood, but now mainstream.
