The Mighty Milkman
As a newcomer to the organic dairy market, The Mighty Milkman is a small-farm organic milk brand, styled to reference the wholesomeness and congeniality of 1950’s neighborhood milkmen.
How might launch a new brand of organic milk, disrupting the dairy aisle with a play on wholesomeness?
process:
Tasked with designing packaging for milk, I had a hard time determining how to make it stand out in the diary aisle. Packaging design itself is unique because the consumer interacts differently with packaging from afar than up close. I took advantage of this dynamic by hiding a subtle, mature joke on the bottle cap. The fact that customers might not notice it until they return home simply adds to the fun!
challenges:
What framing does this joke need to remain subtle?
The trope of secret encounters between a neighborhood mom and her milkman has been around for decades. Once the idea arose, I knew it had to include it. As a result of numerous versions—and the dubious sense of warmth in the illustration—I knew that the joke would land with parents and hopefully go right over their kids’ heads.
How can we reassign the value of wholesomeness?
The product itself is framed to reflect the ideals of wholesomeness. The organic product itself demonstrates responsible farming, the reusable glass bottle is sustainable, and adhesive-free packaging ensures that the lifecycle of the package itself is regenerative.
outcomes:
Designed around references to 50’s visual aesthetics and typography, The Mighty Milkman comes in three varieties. The bottles are screen printed with graphics, keeping them in circulation for numerous users, and the tag is printed on post-consumer paper. The reason for the milkman’s wink becomes readily apparent from the friendly greeting on the bottle cap.