Meet Roam!
The Brief
Tom Pringle, a Portland-based animal activist, created creamy, sustainable milk alternatives to address his lactose intolerance and environmental concerns. Unsatisfied with bland, watery options, Tom developed plant-based milks tailored for coffee with baristas' input. For the 'Made Local' launch with Unilever, the task is to craft a brand identity—including a name, packaging, and tone of voice—that appeals to adventure seekers who value anti-corporate, eco-conscious living and a balanced lifestyle.
The Solution
I developed a brand that resonates with adventure seekers and those embracing alternative lifestyles. Drawing from the 5,000-year history of coconut milk, the packaging features bold, tropical colours to honour its origins in Madagascar, Southeast Asia, and the Oceanic Islands. These vibrant colours were chosen to differentiate the product in a market dominated by milky hues. Additionally, rustic illustrations are incorporated as a nod to the coconut’s natural, unrefined character, enhancing the brand's authentic and eco-conscious appeal. The warm, authentic tone emphasises sustainability and customer-centricity, ensuring the brand stands out and resonates with those who prioritise health and environmental responsibility.
Almost a quarter of British people are now drinking non-dairy milks*
Rustic shapes and illustrations are integrated into the design as a nod to the coconut’s natural, unrefined character. Additionally, I designed a fun, playful handwritten-style type lock-up to convey a sense of approachability and joy, further aligning the brand with its adventurous, nature-loving audience.
To fully launch Roam, I designed both the product packaging and the website. The website embodies the bold and playful colour palette, while maintaining clean, easy-to-navigate buttons that ensure a user-friendly shopping experience.
To further roll out the brand, I've incorporated instagram stories for new product launches, specifically highlighting macadamia nut milk. I continued the vibrant colour palette in a unique way for the flavour that communicates the joyful and carefree spirit of Roam.
*according to market research firm Mintel, who spoke to 2,000 people.
