Seeking to maintain the essence of its core equities while addressing concerns that the current design felt too sterile and challenging to shop, MALK engaged us for a refresh.

Rounded lettering in both the logo and secondary fonts refresh the pack with a touch of inviting modernity. While the biggest change comes in the form of messaging hierarchy. Each varietal (e.g. “Oat” or “Almond”) is now paired with the namesake “MALK” – a simple shift that centralized, clarifies and makes a big impact on shopability.

To seal the deal, our team extended a strategy of “clean & simple” with a back of pack story that highlights the brand’s points of difference. This is complemented with the campaign, “#MALKmyday”, that calls to action all the ways MALK can make its way into one’s day.