Rainfed is on a mission to reimagine dairy. The company, founded by a food scientist and Michelin-starred chef, has created the first planet-positive, alternative milk beverage. It’s made from millet – a drought-resistant, climate-resilient crop that needs just a sprinkle of rain to grow. Rainfed has 8g of complete protein, the same amount of calcium as milk, and has the cleanest ingredient list you’ll find in any dairy milk alternatives. All while being free of all common allergens. Millet’s water saving benefits make it great for farmers and the planet, while rewarding consumers with exceptional taste and a best-in-class nutritional profile.

In a crowded dairy and alt-milk space, we ensured Rainfed’s visual identity would evoke a familiar and approachable feel, but with a modern and upgraded twist. Rainfed’s logo was inspired by the curved, fluid movement of milk. Black feels strong, steadfast, and innovative in the dairy and alt-milk category while also differentiating from typical category cues. And the surrounding softer, muted tones bring us back to nature. Strong call-outs target the health-conscious, modern consumer looking for something better for themselves, their family, and their planet.

The custom illustration style focuses on atypical associations of weights and shapes and creates a unique world that is immediately identifiable in the market. The landscape is a nod to the millet fields, and the clouds are a gentle reminder that thanks to the resilient, mighty millet crop, now every cloud has a silver lining. With a visual identity that captivates consumers, we’re excited to see Rainfed become a leader in the alt-milk category.