Branding & Illustration
Alt.Milk is an alternative milk company geared towards 'social media savvy teens.' For this project we were required to brand to an audience - in my case it was 'social media savvy teens.' This brand, inspired by the 'alt' aesthetic, uses bold color and hand drawn elements to combine the cute & edgy feeling that's a staple in the alt aesthetic. This thinking is continued in it's copy and tagline 'Heifer's Revenge.'
Naming Duality is a big part of Alt culture. Claiming the traditionally feminine color, pink, they subvert it's cute and girly feel with edgy black, white and goth aesthetics. The name Alt.Milk similarly doubles as a description of the product and a reference to the alt group. The period between the two words acts as punctuation but also relates to internet culture and the period being used in things like www. and usernames.
Look & Feel It was important to try and keep the brand as authentic to the alternative aesthetic as possible so I kept the main colors as pink, white, and a dark grey. I also went with hand drawn type, and patterns to keep an original and authentic feeling. The 'heifer' logomark is an element of the brand used similarly to how Chick-fil-a uses its cow to promote utilization of alternative cow products. The example of what you're avoiding by using Alt.Milk. This was another way to bring a little edge to the brand in a cute and charming way.
Packaging Due to the decision to have a cow as the mascot for the brand, it was important that the package still let consumers know that this is not a dairy product. I chose the less traditional, box milk package, to ensure that it not be confused. I also utilized bones and other elements in a pattern on the package to draw attention to the ingredients and bring another aspect of the edgy heifer.
ART DIRECTOR - Caleb Heisey
INSTITUTION - Tyler School of Art and Architecture, Temple University
INSTITUTION - Tyler School of Art and Architecture, Temple University
