To begin my rebranding process for Fairlife, I researched the history of milk delivery and milkman-style milk. I wanted to evoke a sense of nostalgia and simplicity with the brand. I decided to go with a simple more European look, inspired by classic milk bottle designs from the early to mid-1900s. Using glass bottles as the primary packaging material was also a nod to the past and gave the product a premium feel.
In addition to the classic milk bottle design, I also wanted to incorporate milk alternatives into the brand, which they do not currently have. I included clear labeling on the bottles, highlighting the product's nutritional qualities. The new branding and packaging helped to position Fairlife as a premium milk with milk alternatives, while still maintaining a connection to the roots of the milk industry and bringing back the feel of having a milkman.
