The Holy Cow project set out to create a distinctive milk brand that could stand out in a crowded and highly commoditized dairy market. The goal was to develop a brand that not only delivered on quality and trust but also built an emotional connection with consumers through health, honesty, and togetherness.

The problem we identified was the lack of differentiation in the category, most milk brands rely on similar claims of freshness and purity, leaving little room for personality or consumer loyalty. Holy Cow needed to carve out its own space by blending credibility with playfulness, creating a brand that was both memorable and meaningful.

Holy Cow introduces a line of fun, flavour-infused milks designed to bring excitement back to the everyday. The range includes “Holy Classic,” a core vanilla flavour; “Cookie Monster,” a choc-chip cookie infused milk; “Very Berry,” a strawberry and cream blend; “Oat of Control,” an oat-based alternative for those avoiding dairy; “Moo Cha-Cha,” a matcha and coconut-infused milk; and “Dark Side,” a chocolate and peanut butter flavour.

My role covered the entire brand-building process, from research and insights through to strategy, identity design, packaging, and brand applications. This included defining the positioning and tone of voice, creating a comprehensive visual identity system, and designing packaging and promotional touchpoints that brought the brand’s promise to life.