Project 1: Moo Moo Milk Book

Moo Moo Milk Brand + Package Design

The flavored milk market is rampant with artificial flavors and powdery gimmicks, creating very low value for potential customers. The target market has always been children, leaving the adult market alienated and uninterested.

At the same time around 40% of all fruit in stores is thrown out due to blemishes and bruises, creating waste of around $100 Billion every year.

By creating 100% fruit-infused milk out of damaged fruit, fruit waste can be dramatically reduced while making fruit flavored milk more healthy and valuable for adults and children alike.

Since milk is a Fast-Moving Consumer Good (FCMG) the packaging has slowly shifted to a cheap sustainable material and shape. The result is different containers blends together and none of the bottles stand out. However, once you add in the glass milk bottle of past years you see that the shape itself is very intriguing. It creates perceived value by leaving the soft contours of consumer products and entering the solid shapes found in more high-end products.

The classic milk bottle is a stable of the culture that used to surround milk. However due to mass production, that value has been taken away by the introduction of the carton.

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By choosing the package that nods back to the “glory days� of milk, a renewed nostalgic value can help elevate flavored milk from being cheap to being sophisticated.

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Simplicity and sophistication was the main focus in the design while preserving a childlike dynamism that is common with flavored milk. In addition, it became very important to be honest with the consumer and show the product they were about to buy. This lead to the use of the iconic cow spots as windows to view the delicious fruity milk inside each bottle.

The first logo I created utilized a cowbell as a holding shape to provide another visual metaphor with cows.

My second iteration was geared more towards simplicity, while highlighting the organic quality of the type. In addition, I dropped the ‘Milk’ from the logo all together. Just as the cow spots are used as a motif around the bottle design, it is also used for the logo.

It was incredibly important to tie-in the recycled fruit aspect in the package design. So I captured my own professional quality images to be used on the packaging itself. Even going so far as to spray water droplets on each fruit to make sure they truly looked deliciously succulent.

I created a brand for a hypothetical non-profit that would back this drink. In today’s economy non-profits are constantly looking on creating symbiotic relationships with companies. By providing a product a cause could garner attention, in this case the huge amounts of fruits thrown away due to cosmetic defects.

Fruits in Distress is dedicated to eliminating fruit waste on Moo Moo Milk at a time!

The biggest challenge with this project was creating a package design that would be both honest and quirky, while personifying a high value beverage. The entire project was incredibly fun and I believe that is visible in the design itself.

For a process video view the project at : seancraigdesign.com/moo-moo-milk