Correcting Packaging That's Not Working
How the team at Neutral Milk redesigned their packaging to correct a laundry list of issues and increase sales.
In a world grappling with the urgent need to address climate change, companies are stepping up to make a difference. One such company is Neutral, the first carbon neutral food company in the US. I recently had the opportunity to speak with Jill, the Executive Creative Director at Neutral, about their mission, their recent packaging redesign, and the impact they hope to make in the fight against climate change.
The Birth of Neutral
Neutral's journey began with a simple yet powerful idea: to create a carbon neutral food company that focuses on reducing emissions in the dairy industry. Jill explained, "97% of consumers in America have some kind of dairy product in their fridge. And there's a lot of opportunity in dairy agriculture to reduce carbon emissions." With this in mind, Neutral set out to not only produce carbon neutral milk but also work directly with farmers to implement emissions-reducing farm projects.
Lessons from Whole Foods
Jill's background at Whole Foods as the Global Creative Director played a significant role in shaping her approach to design and communication at Neutral. She emphasized the importance of making complex standards accessible to consumers, drawing from her experience in rolling out various programs at Whole Foods. "You've got to make those things really accessible," she said. "No one could tell you what USDA organic standards are. I think just knowing that and how to make that accessible, especially in a crowded store, in 3 seconds or less, is something really valuable that I took with me from Whole Foods."
The Entrepreneurial Journey
Before joining Neutral, Jill took a break from Whole Foods and embarked on her own entrepreneurial journey. She invented a product called the Salad Sling, a device that simplifies the process of drying salad greens. Through this experience, she gained a deeper understanding of the business side of design and the challenges of launching a product. "You learn from experience whether or not Facebook is a great platform for certain kinds of messages," she explained. "When you're there and it's your money and your product and you're focused on it every single day, I think you get a whole new level of understanding."
The Packaging Redesign
Neutral recently underwent a packaging redesign to address several challenges they faced with their previous design. The previous packaging, with its distinctive yellow carton, had issues with legibility and confusion among consumers. Jill explained, "We had a lot of confusion, like customer confusion. So we needed more cues that would make it clear that this is dairy milk." The new design aimed to strike a balance between standing out on the shelf and incorporating familiar cues that consumers associate with milk.
The New Design: A Closer Look
The new packaging design for Neutral's milk products features a bold and clear visual identity. The logo, now placed at the top of the carton, is more prominent and visible. The use of red for whole milk and blue for 2% milk aligns with category norms, making it easier for consumers to identify the type of milk they prefer. The addition of a cow illustration further reinforces the message that this is dairy milk, distinguishing it from alternative milk products.
Jill highlighted the importance of the cow illustration, saying, "We just really had to hammer it. And then we've got the drip across the top just to reinforce that it is white dairy milk." The new design also places greater emphasis on other factors that consumers consider when choosing milk, such as animal welfare and organic certification. The carbon neutral message is presented as a bonus, rather than the primary focus, to make it more accessible and less overwhelming for consumers.
The Impact of Carbon Neutrality
Neutral's commitment to carbon neutrality extends beyond their packaging design. They work directly with farmers to implement emissions-reducing farm projects, such as feed supplements and forage management. Jill explained, "By giving cows, for example, this thing called Agalin, it reduces the amount of burps and farts. Quite literally, they burp and fart less and create less methane." These projects not only contribute to reducing carbon emissions but also benefit the farmers financially.
The Future Outlook
As Neutral continues its mission to combat climate change and reduce carbon emissions in the dairy industry, the future looks promising. The new packaging design, with its clear messaging and familiar cues, is poised to resonate with consumers and drive awareness of the brand's commitment to carbon neutrality. By making carbon neutral foods more accessible and approachable, Neutral aims to inspire consumers to make a positive impact through their everyday choices.
In conclusion, Neutral's journey to carbon neutrality is a testament to the power of design and communication in driving meaningful change. By leveraging their expertise in the natural food industry and working closely with farmers, Neutral is paving the way for a more sustainable future. Through their innovative approach and commitment to accessibility, they are making it easier for consumers to make a difference in the fight against climate change. With their new packaging design, Neutral is poised to capture the attention of consumers and inspire them to choose carbon neutral products. As we look to the future, it is clear that companies like Neutral have a crucial role to play in creating a more sustainable and environmentally conscious world.
I'm not normally into packaging but this is so clever