Nutrilait Milk contemporary package design celebrates the little imperfections in life, in all aspects of their imagery, brand and package design.
Designed by Canadian agency TAXI, the packaging employs the simple, clean, white look for the cartons – lending an easy, healthy vibe to the whole thing while also allowing the colors and logo to pop when placed above it. As the largest cheese manufacturer and leading fluid milk and cream processor in Canada, Saputo was clear about where they were headed with their branding reboot.
“The synergy with the Saputo team was immediate,” says Pascal De Decker, Executive Creative Director and GM of TAXI Montréal. Saputo knew they weren’t optimal and their concept was to celebrate what other brands don’t.
Together, they arrived at the idea that: Life is a celebration of beautiful messes – kids struggling to wake up, chaotic mornings, spilt milk, and dinners while slopped in front of the TV. Life isn’t always perfect – and Nutrilait needed to celebrate these ‘perfect’ imperfections.
Cue, the big type-font wrapping the brand name such that ‘Nutri’-tion almost finds its own meaning. The colors for fat percentage, flavor varieties (like chocolate-milk) and their visual associations are universal. The vector treatment on solid color logos lent them some spunk. A touch of bubbling or spill adds to the edginess. Finally, the imagery and messaging – a chocolate with a corner bit off, some messiness on the table, a little spill etc. completes the new look.