Sally's is a progressive milk brand, geared toward combining everything that is loved about milk into one drink. The client wanted the layout of all of the designs to be consistent, but wanted to prioritize color so that the consumer could remember the type of product by the colors used in the design. Furthermore, we designated bright, vibrant colors to dairy milks and light, neutral colors to plant-based milks. When we began our client research, we could that 57% of Sally's plant-based drinkers were under the age of 50. We asked this age demographic what their color preferences were, and the majority of them chose colors that were lighter and more neutral. In that same way, we found that our dairy milk drinkers preferred brighter, more vibrant colors so we assigned those to the dairy milk designs. This created an interesting differentiation between the two types of milk, while still keeping a cohesive overall design.
