Thinking Outside the Carton*
Copywriter: Abby Mackinnon
This imaginative system thinks bold and plays hard. Its photography and illustrations inspire creativity and evoke a sense of everyday fun — just like Trumoo milk. Dairy Farmer’s Of America came to us to evolve the design system to incorporate their new voice while showcasing our push forward into a new audience where we encourage play in all forms.
Experimental | Playful | Stylized
*This design system is round 1 and eventually was merged with another creative’s work for the final round.
The jokes below are used on the current packaging.
Trudy
We gave Trudy multiple looks and personalities, along with a makeover overall. This included cleaning up the original illustration and removing the small details that didn’t really have an impact on their new approach. We also decided to give Trudy more personality by adding eyelashes which matchers her voice of always fun never unkind, but this time with a bit more of a personal twist.
Just like all of us, Trudy has different sides to her. She has sassy days and sweet days, punny lines and more sincere ones. She is a cow with depth and her voice and look should reflect that.
Packaging
Along with a refresh of their logo and design system, the biggest ask here was to figure out their milk packaging, from cartons, to gallons, half gallons and how the iconic jokes show up on school cartons. We first started with a small audit, looking inward and outward in the category.
See below for a small screenshot to see a few findings throughout the process.
Option 1
Our delightful mascot is the star of this show. Playful and unique, she’s the embodiment of the TruMoo brand. She’s seen here snacking on grass, but her meal can be changed out depending on the flavor profile.
How sweet would she look enjoying a strawberry? Paired with fun imagery of our flavor this application brings energy to the design in a unique way.
Option 2
This text-based label shows how fun it is to play with different elements. We flattened the logo to increase clarity without compromising brand integrity, and we introduced wavy text to bring in whimsy — and again allude to pouring a glass of TruMoo. Our illustrated cow further brands the experience, and the two-dimensional design makes our brand fresh and modern.
