Creating an exciting cottage cheese brand in a boring (but booming) category.

The challenge

Curdi wanted to tap into the cottage cheese boom by bringing a founder-led brand to market. Infusing personality into a protein-rich product that consumers are so desperately after.

What we did

Brand Design

Packaging Design

Packaging Strategy

Social Media Content

Visual Identity

Clichés we rebelled against

Cottage cheese in particular tends to be stale and drops colour beyond the norm of blue, and character almost entirely, staying in white tubs with plain, ingredient-forward copy, since the category has historically sold on health credentials rather than shelf appeal.

The approach

We replaced the “diet” blue with a vibrant pink because a colour the wider dairy aisle uses to mean low-fat was never going to make curds feel like something worth being proud of. Mili’s own illustration went front and centre on pack, breaking with the category’s habit of showing only the product, and the logotype was built thick and creamy to carry the USP that photography alone couldn’t.