Brand identify is a simple equation of being true to the brand + meaningful to the brand’s target audiences + unique and distinctive within the marketplace. Silk’s base business had been facing significant pressure from competition and was losing relevance with consumers. It was all hands-on-deck to solve this problem.
I had launched Silk yogurt six-months earlier and had leaned in on a design observation that consumers embraced the Silk brand for it’s uncompromising plant-based values. This led my creative team to create an award-winning packaging design that brought in new plant-forward elements that amplified Silk’s core DNA. These changes drove incremental growth to Silk’s $800+MM business.
P.S. And it greatly influenced how Silk’s base business rebranded to successfully recapture it’s relevance and fight off competition.