Believing that high quality, great tasting nutrition starts with high quality milk that comes from sustainable farming and extraordinary animal care, Fairlife, started with a vision for providing better nutrition for the world. Using a one-of-a-kind ultra-filtered process that concentrates on keeping the best nutrients, protein and calcium, while filtering out the sugars helped build the strategy around purely nutritious.

Working with the existing idea of an exclamation mark being an integral part of the brandmark I introduced a new friendly and trusting typeface along with a wink and smile hinting at the uplifting aspirational qualities of the brand while bringing a bit of humanity to the oversaturated milk category.


Logo, Identity, Packaging