UNMILK

UNMILK is a food start-up founded in 2020 and based in Hamburg, Germany. It offers alternatives to cow’s milk products with a product range based on oats and yellow peas, without artificial additives or added sugar. In doing so, the company is tapping into the trend for plantbased milk alternatives by offering a healthy product that is more sustainable than other milk substitutes such as soy, rice or almond milk due to its low carbon footprint, the small amount of land required for cultivation and the low resource consumption for irrigation. To clearly position the brand, a name was chosen that not only clearly communicates the task the young company has set itself – namely to turn the world of dairy products upside down – but is also a statement and a challenge: UNMILK. The message already contained in the name is reinforced by the design of the logo. The word-picture mark shows the name in capital letters and rotated by 180 degrees. The dripping U is meant to refer to the enjoyment factor and the creamy taste of the product. With the upside-down lettering, the logo breaks the boundaries of familiar patterns of perception, attracts attention and underlines the different nature of the brand. The corporate typefaces “Nidex” and “Avenir Next Regular” are two typographies that convey a strong sense of confidence and strength. In addition to white and black, mint and emerald green as well as bright yellow and coral were chosen as brand colours to express naturalness and vegan lifestyle and to stand out on the grocery shelf. The packaging design is created in such a way that it reflects the different flavours in the brand colours. Each colour is used on the packaging in three gradations and brought together in a wavy arrangement, giving the design a dynamic and playful look. The paper texture, in turn, emphasises the sustainable, natural character of the brand. In addition, the large-format logo in the lower half of the packaging automatically invites consumers to turn the drink upside down – a sensible impulse, as UNMILK products should be shaken before consumption. With its brand design, UNMILK attracts attention, arouses the curiosity of consumers and positions itself in a charming and humorous way as a contemporary alternative to conventional dairy products.