Creating a brand for plant based milk from scratch including
To position the brand as a new competitor in the plant based milk business. Create an awareness with customers that this brand has a higher sustainability factor and protein than some other brands. Additionally, inform customers in a fun way that pea milk is made out of yellow split peas and this flavour makes it very versatile for sweet & savoury dishes.
[ haʊ ˈhæpi ]
Part of the name as a requirement in the brief had already been given. It was ‘How Dairy’. Because it is a plant based non dairy milk I changed the name to ‘HOW HAP-PEA. This milk has yellow split peas as the main ingredient and is based on the word play ‘happy’.
There are currently a lot of plant based milks available to purchase.
This list shows all kinds of plant based milks whereby the circled ones in pink are actual pea based milk drinks. I grouped them into colours and the majority has blue as a main colour. It is also apparant that white background is very popular. The majority of these milks also have an illustration or pattern on the packaging.
I decided to also show an illustration style for the packaging. Because the name ‘HOW HAP-PEA’ plays on the word happy, I leaned towards a playful mood, even in a dancey style. The typography for the logo is meant to come across in a happy or floaty style but also showing an organic food style character.
Contrary to the logo first, packaging later approach, the packaging dimensions & details of the packaging including the second side of the product called for a packaging first ideation.
The focal points of the packaging were:
I did a test and put out the 3 packaging examples to gain people’s perception to which version they are attracted most as a potential consumer. The majority chose option A so that’s the version I enhanced and included brand colours.
Font used: ROCKINSODA REGULAR. Letters have been slightly increased especially the H and P and rotated marginally into different directions for a dancing or lively appearance.
The edges have been rounded. The space in the P and A have been rounded out to represent a pea shape.
The hyphen has been moulded into a smile to break up the words and suggesting that it is pea milk. The smiley hyphen surrounded by the peas can be interpreted as a little happy face.
The colours from the moodboard felt a bit too muted to create a happy feeling. This pea milk is made from yellow split peas and the milk has an off white colour similar to oat milk. I wanted the packaging not be too earthy with muted tones and therefore slightly adjusted the moodboard colour to brighter shades.
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