Late Milk Sophisticated Package design is designed by Chilean creative agency Grupo Oxigeno to create a brand concept where 100% of the profits from sales are diverted to social causes and foundations helping the poor folks of Chile.
The concept is novel, well intended and the branding and package reflects the similar values of honesty, purity and good ingredients. The white of the background immediately conveys a sense of calm, pure sophistication without needless overdose of chemical additives and preservatives. Besides the product name follows on their previous product “Late Water” creating a similar identity and association.
Creative direction J I Bayer personally took note of the kind of product association and vision the business model tried to target. The consumers would also be happy to be engaged with a product which does a lot to help and identify with the noble cause it attaches itself to. COnsequently the client Late Milk creates a product concept which is targeted towards young, aware audience. Young men, and a slighty hipster crowd of women would be the prime consumers of this product.
The text on the package is substantial, but to their credit, it doesn’t look significant due to the bold and fun font type keeping the relevant stuff highlighted.
Soy entera buena (“I’m all good”) – the full cream version verbiage refers to “I am so good looking”… in Chilean language terms
Soy buena leche (“I’m good milk”) the low fat version verbiage refers to “I am a good person”… in Chilean language terms
Soy cero rollos (“I`m zero rolls”) the non fat version verbiage refers to “I dont have love handles” but is a double meaning allusion to “I dont have any problems”…in Chilean language terms