Fairlife

In 2013, Fairlife had to drive disruption in a sea of gable-top cartons and plastic jugs, the bottle was designed to make an iconic impression without alienating itself from the category's expectations. The visual identity was redesign by an agency after being aquired by Coca-cola.

Challenge

Breakthrough into a commoditized category that has not seen innovation in decades. Fairlife had to invigorate the perception of milk and shake things up.

Success

Within six months of test marketing, Coca-Cola bought a 40% share in the company and retailers who participated in a recent pilot test in Denver grew their milk sales for the first time in 40 years.

My role

Packaging Structure. Ethnography Research