8th Continent Soymilk. I’ve actually never had this California brand of soymilk, that I can recall, but it’s obvious they could use some rebranding. Certainly not the most mouth-watering packaging I’ve ever seen (left). But it looks like they’ve gone a whole new direction, and as both a designer and a consumer, I appreciate the end results.
The new design, by Ben Javens, commissioned by BBDO West, is fun, simple, and colorful. Kid-friendly and classic. If I was a kid in a grocery store, I’d pull this off the shelf before any other milk because it’s just inviting. And given the expansion of vegan diets, more kids will be drinking non-dairy milks in the future, so it fits. Once I have kids, I imagine soymilk will replace the customary 1% milk I grew up with. My husband occasionally eats dairy, but he never buys dairy milk, so I don’t think that will be a hot debate between us. He seems pretty content with the soymilk I’ve been shoving down his throat the last several years. Almond milk, rice milk, and hemp milk were less successful, however. But taste can vary so much with those, that if someone recommends a brand and flavor (vanilla, original, unsweetened, etc) that they think is pretty euphoric, I’ll gladly check it out. Rice chocolate milk is pretty tasty, but I almost never buy it. I did make my own almond milk when I went raw, but to be honest, buying milk from Trader Joe’s is my preferred route. I know the calorie content, I like the taste, it’s affordable, and I can buy backups and store them in the cupboard (the ones that haven’t been refrigerated yet, of course).
Wow. What a tangent. Let’s see the new design!

Thanks to Brand New for posting an article on this, and to my husband for pointing out the article to me. Read the Brand New post here.








Comments (2)