Brief was to create a logo and packaging for a new oat milk brand (Milkin Oats). Packaging that would appeal to the millennial and would have a great shelf throw, keeping it clean and minimum without the use of photography with minimum number of colours to be used. Using clean and modern illustration to depict the essence of the product. We had to give enough importance to the claims on the pack as this was a huge differentiator in the dairy category. A brand that is targeting people to go dairy free and vegan and helping them switch to plant based milk products and create awareness of its health and environment benefits in the long run. It is the first brand in its category for the Indian market and hence wanted a packaging that would grab the attention and maximise first mover advantage.
We created the logo using the basic shape of oats, and a casual hand written typeface to give it a homegrown brand appeal. Something that would have a direct association with the product when used even in isolation. The colours were selected, keeping a pastel colour scheme in mind for all the variants (coffee, strawberry, vanilla, hazelnut etc.) going forward.
A design that could later be extended to different flavors with minimal changes in the architecture. Currently the packaging substrate used is a 200ml plastic bottle, which later would also be available in multiple sizes and formats including tetra packs and glass bottles.
The core message of the brand is to ‘transform living to healthy living’.
- Agency/Creative: Urvi Jaidka
- Article Title: Branding and Packaging Design for Milkin Oats by Urvi Jaidka
- Organisation/Entity: Freelance
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: India
- Agency/Creative City: GURGAON
- Market Region: Asia
- Project Deliverables: Art Direction, Brand Creation, Packaging Design
- Format: Bottle
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: packagingdesign branding logodesign oatmilk labeldesign productpackaging
Creative Director: URVI JAIDKA