That’s the opportunity seized by Chicago-based dairy beverage company fairlife. First, a bit about the product: A patented filtration system gently separates the milk into fat, water, protein, lactose and minerals, and concentrates the best nutrients while eliminating the less desirable ones. The result is fairlife’s Purely Nutritious Milk, which boasts 50 percent more natural protein and calcium and half the sugars of regular milk. But new packaging was also necessary to grab consumers’ attention.
“Working with Kaleidoscope to design the bottle structure and graphics, we wanted a premium, innovative and noticeably different package to reinvigorate milk sales and shake up outdated perceptions of milk,” says Melanie Kahn, senior brand manager at fairlife.