Rebel Kitchen Mylk
A packaging project for Rebel Kitchen that involved taking the successful Semi-Skimmed and Whole Mylk's to the next level with a rebellious—yet, brighter—consumer friendly design.
One of the biggest driving factors behind this new packaging design was that it had to be able to seen on a supermarket shelf with each SKU being indentifiable from one another.
Problems with the previous design arose because the coloured differentiator was at the bottom of the carton which was ofted covered by the SRP on shelf. To combat this a circular brush stroke element was added around the lid enclosing the words 'Blend of plants, tastes like milk', and the addition of the coloured 'Y' — Rebel Kitchen offered a statement of intent on the side of pack labelled 'Why the Y?', so highlighting it with the colour seemed fitting and added additional stand-out to the front of pack.
Ingredient icons were drawn an added to the side of pack, along with usage icons seen on the back of pack to sit along side the ingredient list and nutritional information.
Photography by Ottr
