Design Concept
The design concept was to redesign the 1/2 pint milk carton for Producers Dairy while creating a cohesive promotional campaign that feels modern, fun, and visually engaging. The goal was to refresh the packaging so it better reflects the company’s focus on freshness, health, and California pride while still remaining recognizable to consumers.
A major challenge was designing packaging that appeals to multiple audiences at once, including children, parents, educators, and institutional buyers. The design needed to feel playful and approachable for younger audiences while also communicating trust, nutrition, and quality to adults. Another important part of the challenge was creating consistency across all campaign materials, including the milk carton, social media promotion, advertisement, and trailer wrap design.
To solve this, I focused on creating a visual system that felt clean, friendly, and energetic. I added playful illustrations, including a cow mascot and spotted graphic patterns, to make the carton feel more engaging and memorable. I also used strong visual hierarchy and simplified layouts to help the product stand out while keeping the information clear and easy to read.
Audience
The target audience for the Producers Dairy campaign includes K–12 students, parents, educators, and institutional food service buyers. More specifically, the packaging was designed to connect with children and teenagers who regularly consume the product in schools while also appealing to adults who influence purchasing decisions and perceptions of nutrition.
The campaign also targets consumers who value healthy lifestyles, local businesses, and trustworthy food brands. Because Producers Dairy is a family-owned California company, the branding was designed to emphasize freshness, community pride, and authenticity. The playful illustrations and energetic visuals help engage younger audiences, while the clean and organized design helps communicate quality and reliability to parents and institutions.
Goal
The goal of the Producers Dairy redesign was to create a fresh and modern visual identity for the 1/5 pint milk carton that strengthens brand recognition and creates a more engaging consumer experience. Through the redesign, I wanted the product to feel fun, healthy, and approachable while still staying true to Producers Dairy’s long-standing identity and values.
The campaign was also designed to communicate the importance of milk as part of an active and healthy lifestyle. For the social media promotion, I created a scene with milk splashing in the background to visually represent freshness and energy. In the foreground, I placed a girl sitting with a soccer ball to suggest activity, strength, and health benefits such as calcium and strong bones.
Another major goal was creating a cohesive campaign system where all deliverables — packaging, social media, advertisements, and trailer wrap designs — visually connect through shared colors, illustrations, typography, and messaging. This consistency helps create a recognizable and unified brand experience across multiple platforms.
Research
To better understand the project, I researched current milk packaging trends, family-oriented food branding, and promotional campaigns aimed at younger audiences. I noticed that many successful dairy brands use bright visuals, friendly illustrations, and simplified layouts to create packaging that feels approachable and easy to recognize.
I also researched how brands communicate freshness and health through photography, color palettes, and movement within advertisements and social media campaigns. This inspired the use of splashing milk imagery and active lifestyle visuals throughout the campaign to create energy and reinforce the idea of health and nutrition.
I studied Producers Dairy’s history as a family-owned California dairy company and explored how local pride and authenticity could be reflected within the branding. This research helped guide my design decisions and allowed me to create a campaign that feels modern and playful while still remaining connected to the company’s values, heritage, and commitment to quality dairy products.
