This is a rebranding of Lactaid, a lactose-free dairy alternative brand. Beginning with updated colorways derived from the original palette, the new branding system introduces softer, cuter elements, moving away from clichéd dairy imagery such as splashes of milk, cows, or chocolate chip cookies. The main visual theme centers around the new logo, which is revealed as a beige rectangle (representing milk) fills the screen. Combined with a rounded, soft-cornered typeface, the new system brings a friendlier, more approachable aesthetic compared to the original script-style logo.
Additionally, a pop-up café celebrating Lactaid’s rebranding was created, reflecting today’s pop-up culture and taking the project a step beyond simply launching a new identity. The slogan for social media is “Drink Milk Again”, and promotional reels were produced to follow this theme.
