FIRST CHOICE MILK - Packaging

Identity Upgrade:

I reconfigured the First Choice logo's ribbon devices, in order to introduce a line break into the text. This dramatically increased the logotype's ability to make a bold impact. 

Image Upgrade:

I evolved the pack imagery from an average looking pencil sketch drawing to bright full colour photography. With that came the challenge of getting a star model performance out of a cow at the Woodlands Dairy farm near Port Elizabeth.

Differentiation:

First Choice milk is UHT (Ultra High Temperature) processed. It's what kills germs to the point that it enables the longer shelf life offered by all long-life milk brands. The difference is that only First Choice lays claim to it. Hence the 'G-Free' germ free tick device, developed to pitch the UHT benefit as a more unique and ownable attribute.