Arla Foods needed to look at Cravendale their fresh filtered milk brand. The challenge; to create something compelling in a notoriously low interest category. We focused on the product’s unique filtering process to build on the brand idea of purity. A constantly evolving ‘Pure World’ was created to use on the packaging to satisfy the consumer need for a natural brand while avoiding the tired ‘me too’ visual cues that populate this category. Sadly this project made it through several rounds of positive customer research to final artwork before being inexplicably shelved by Arla.