Commissioned by Leo Burnett to reimagine Vitasoy’s Barista Edition packaging, the brief focused on modernising the range to stand proudly front-of-shelf in cafés, alongside today’s leading milk alternatives. The design work also needed to integrate and leverage the brand’s ongoing ‘It’s Planet Milk’ campaign—ensuring visual and tonal alignment across packaging and communications. Over 20 creative directions were developed and tested through focus groups. While the final design selected by Vitasoy was a different route, this direction played a key role in shaping the brand’s refresh and strategic direction.