The Good Pea Co. rebrand, mascot and packaging design

Background: In May 2020, our Co-founders, Nikki and Su, decided to create their own lip-smacking, nutritious and planet-friendly plant drink. The perks are that their drink is higher in protein than other plan-based milks and also one of the more sustainable options for the planet (alongside oat milk). Goal: The old packaging and brand was too closely aligned to Oatly’s look and feel. With the negative press (and lawsuits around Oatly calling their drink “milk”) attacking oat based drinks for their tendency to spike blood sugar levels and being falsely advertised as healthy, the landscape of vegan m*lk alternatives is facing a difficult time. At times of turbulence, there are always opportunities for new products and brands to enter the landscape. By creating an ownable and differentiating brand for the Good Pea Co. the company has an opportunity to be its own entity and establish itself as the better dairy free m*lk option.