Overview:

Soft by nature, rebel by choice. Fremoo is a Portland-made, dairy-free milk and ice-cream brand shaped by the tension between milk’s softness and the act of choosing differently for the sake of personal values. Founded by a coffee-obsessed animal activist, the brand aims to challenge the “alt-milk” performative aesthetics and their overly playful personality. Targeting local Portlanders who are flavor-driven but value-led, Fremoo resists chasing trends and rejects a hyper-polished voice. Instead, it frames dairy-free as an everyday practice rooted in intention, not hype. This becomes the core challenge for the packaging design and the branding overall.

Solution:

Inspired by morning rituals – bare, imperfect, grounding moments – and by Portland’s protest culture, the design system embraces contrast: raw yet steady, minimalistic yet bold. These tensions guide the design decisions and result in a bold, memorable, but intentionally undersigned identity.

Typography plays an important role in expressing Fremoo’s edgy but imperfect personality. The logo wordmark carries a tension through a modified rounded typeface: the condensed uppercase opening reflects the rebellious choice of going dairy-free, while the softer, more extended second half with its imperfect finish shows milk’s inherent softness even in plant-based form.

The packaging builds on this contrast. Instead of bright colors and friendly graphics, Fremoo adopts a restrained and utilitarian aesthetic. The packaging layout reinforces the branding duality. The front functions as a declarative, poster-like statement inspired by protest signages, while the side panels carry information in a calm, airy structure inspired by morning rituals. This duality balances Fremoo’s identity without drifting into coldness. Soft neutrals distinguish the flavor profiles, with clean typography and small handwritten cues adding a human touch. Overall, the cartoons feel almost like rally posters – simple, brief, quietly rebellious, while avoiding any selesy tone of voice.

Each flavor uses tonal shifts and personalization to add a uniqueness to the branding identity but stay within the undersigned character. The ice-cream line extends this system with warmer, more playful tones, reflecting the nature of ice cream itself, yet keeping the small-batch identity.

Overall, Fremoo becomes a brand for the intentional, conscious audience with a soft rebellion within a clean, honest design language.