The Challenge
Happy Milk, an Australia-based company producing almond-based vegan milk, approached us with a mission as bold as their brand: to advocate for cruelty-free dairy alternatives by letting cow calves remain with their mothers—hence the name, Happy Milk. Their goal was to reimagine how plant-based milk brands are perceived, especially when using a cow head in the logo—a risky move that could easily confuse consumers or dilute their message. They needed a visual identity that was:
- Ethical yet fun
- Minimal yet high-impact
- Cost-effective for large-scale printing
- Shelf-shout-worthy in cluttered supermarkets
- Visually consistent across four almond milk flavors
Designing a milk brand that doesn’t rely on the traditional “farm fresh” cues, but still feels wholesome, proved to be an exciting creative challenge.
The Approach
We leaned into contradiction and turned it into strength. Yes, it’s vegan milk—but let’s celebrate the cow! Instead of hiding the cow, we made her the mascot—a joyful, cartoonish cow face that instantly communicates warmth, personality, and, of course, happiness.
The logo is black and white—simple, striking, and designed for budget-friendly print runs. The playful script font in “Milk” adds a handmade, approachable vibe that’s perfectly aligned with a wholesome plant-based product.
For the packaging, we took a bold leap: we used a cowhide pattern, but flipped the context. Instead of signifying dairy, it became a smart nod to the product’s roots—subverting expectations and sparking curiosity. We developed four distinct color-coded label designs for:
- Unsweetened (Black)
- Sweetened (Pink)
- Vanilla (Orange)
- Extra Creamy (Green)
Each uses cow-patterned patches in vibrant colors to differentiate the variants and amplify shelf visibility. We also integrated eco-conscious messaging, nutritional facts, and punchy microcopy like “Truly Happy Milk?” and “No Animal Exploitation” to further connect with conscious consumers.
The Outcome
The final identity for Happy Milk isn’t just memorable—it’s magnetic. The brand now:
- Stands out visually among plant-based competitors with its cheeky cow-led branding
- Delivers high recall value with its bold color choices and strong logo
- Prints economically without sacrificing design quality
- Evokes curiosity and emotional resonance with shoppers in supermarkets
- Aligns perfectly with ethical, cruelty-free, and sustainable values
This was a textbook case of turning branding irony into brand brilliance. Happy Milk isn’t just another vegan drink—it’s a conversation starter in every fridge it lives in.
