Creating an Exciting Cottage Cheese Brand in a Boring (but Booming) Category

Creating a vibrant and exciting cottage cheese brand in what is often perceived as a boring category is no small feat, but that’s exactly what we set out to do. Cottage cheese has recently experienced a surge in popularity, emerging as a trendy and versatile food choice for health-conscious consumers. However, despite its rising status, the market was saturated with generic options that lacked personality and flair. Recognising this gap, Mili approached us with a vision to create a cottage cheese brand that not only stands out but also instils pride in its customers.

Our first step was to delve deeply into the cottage cheese market. We analysed prevalent aesthetic trends and identified a plethora of bland clichés, including typical blue colour schemes and uninspired visuals that seemed to dominate every shelf. This research revealed an exciting opportunity: to disrupt the market with a bold and fresh take on this beloved dairy product.

With this understanding, we embarked on the creative process. Our team developed a striking logo that captured the essence of fun and excitement, moving away from the boring, mundane designs common in this category. We chose a vibrant pink colour palette that not only draws attention but also conveys a sense of joy and modernity. To further personalise the brand, we incorporated an illustration of Mili herself, front and centre, making it not only ownable but also distinct and unapologetically unique.

The result was a cottage cheese brand that truly stood apart from the competition, appealing to a demographic eager for change. Our innovative approach paid off, as the brand quickly gained traction and secured an impressive listing at Selfridges, one of the most prestigious department stores.

Unfortunately, despite this initial success, the brand faced challenges with logistical constraints that ultimately led to the difficult decision to cease trading. Nevertheless, the journey underscored the potential for innovation within a category that many regarded as stagnant. It showed that with the right vision and creativity, even the most traditional products can be reimagined and revitalised.